Dialogue marketing in e-commerce

[tongfkymm44]

In e-commerce, customer dialogue has also become a central marketing strategy. The main reason for this, in addition to the interactivity of online channels, is the possibilities of web analysis . Some web tracking tools such as Google Analytics, Piwik or etracker allow you to capture user reactions in detail and evaluate beneficial actions. This is evident, for example, in email marketing , because they record email bounce rates, opening rates or clicks on advertisements to gain insight into the recipients' reading habits. The main newsletter tools include tracking pixels , which are downloaded from the server when opening an advertising email and thus constitute an indicator of user interactions. Here it is worth noting that data on reader behavior is collected independently of their personal data, such as email address, by using, for example, pseudonyms, unless the recipient has expressly agreed to tracking with their personal information.


Thanks to various web tracking techniques, online advertising formats such as content ads or display advertising also provide marketing professionals with detailed information about the success of a campaign. Large advertisers connect different websites to huge advertising networks in order to display their ads with the help of powerful ad servers . The latter record information about which customer saw which ad, when they restaurants email database clicked on it and whether there were any other interactions on the target page. This data is then used to create anonymous user profiles and evaluate them in the context of behavioral targeting.


Web tracking makes it possible to comprehensively evaluate the performance and success of marketing strategies in the e-commerce sector, a measure that is not possible in offline marketing. A/B testing is coming to the fore as a tool for optimizing dialogue and response marketing elements. For example, if you want to optimize the opening rate of a company's newsletter, A/B testing makes it possible to measure and compare the advertising success of different versions of the newsletter. It should be noted that, unlike multivariate testing (MVT),, only one element is changed per test, be it the subject of the email, the title of a link within the message or the typographic design. In addition, the Internet has given rise to a variety of communication channels that make it possible to satisfy customers in real time and on equal terms. Many online stores supplement their traditional customer service line with a live chat or relocate their customer relationship management to social networks and other moderated communities , e.g. forums.

Objectives of Dialogue Marketing
Companies that rely on dialogue marketing try to rely on interactive relationships with consumers to understand their position regarding brands, products or services and positively influence it. Dialogue marketing thus pursues cognitive and affective communication objectives , which have to do with the level of knowledge and the image of a brand or company. But, more than that, it is about encouraging consumers to take certain actions, since the primary economic objectives of communication are first and continued purchases. Therefore, dialogue marketing is aimed at increasing sales and profits. Along with acquiring new customers , this strategy is mainly aimed at retaining existing customers.

Especially in highly competitive markets, investments in loyalty are very necessary to prevent customers from leaving for competitors. Misinvestments can be significantly reduced through effective customer relationship management. For companies, reactivating existing customers is significantly cheaper than acquiring new customers. However, a large part of the advertising budget flows into businesses with new customers.

Evaluating dialogue marketing activities is much easier from the perspective of economic communication objectives than from the perspective of affective or cognitive communication objectives. Companies that deliver a personalized offer to some of their best customers can measure the effectiveness of this marketing measure by comparing costs with the rate of return.

On the other hand, it is difficult to measure the success of advertising in relation to product or service performance, corporate image or the user's emotional experience with the brand, since dialogue marketing activities are effective even when the customer does not give any feedback. An unanswered advertising email can also increase the sender's recognition or change the perception of a brand in the long term.