Dialogue marketing redefined: AI is revolutionizing the industry!

Dialogue marketing redefined: AI is revolutionizing the industry!

The marketing landscape is currently facing a fundamental transformation, which is characterized by the use of new technologies, in particular artificial intelligence (AI) and automation. These changes not only affect the way companies communicate, but also the economic processes as a whole. In this context, three important German-speaking dialogue marketing associations have revised their self-image and formulated a new definition for dialogue marketing. The Dialog Marketing Association Austria (DMVÖ), the German Dialog Marketing Association e.V. (DDV) and the Swiss Dialog Marketing Association (SDV) are setting a strategic accent in the industry. Medianet reports that the new definition describes dialogue marketing as “individual, orchestrated, value-adding and action-triggering communication via various online and offline channels along the customer journey”.

The aim of this redefinition is to position dialogue marketing as a strategic approach that combines technological possibilities and economic goals while at the same time intensifying relationships with customers. Martin Nitsche, President of the DDV, highlights the data-based, scalable and economically relevant nature of dialogue marketing. In addition, Alexandra Vetrovsky-Brychta, President of the DMVÖ, emphasizes the need for a rethink that focuses on relevance, attitude and impact.

Core principles and international demands

The new definition is based on four core principles: individualization, orchestration, value creation and action orientation. Christian Huldi, President of the SDV, underlines the international claim of this new definition. Ralf T. Kreutzer, Professor of Marketing, was responsible for the scientific support of the project. D. in Berlin, who describes the new definition as a milestone that meaningfully combines technological developments with customer benefits. The complete document on the new definition can be viewed on the DMVÖ platform: dmvoe.at.

Another important aspect in today's marketing world is the role of artificial intelligence. In particular, Professor Jürgen Seitz, an expert in marketing, media and digital economy, sheds light on how AI technologies such as ChatGPT can significantly revolutionize dialogue marketing. Loud DDV The latest AI tools are creating many new application scenarios. This includes, in particular, AI-supported applications such as chatbots and copilots, which make it easier for companies to access even without having extensive data sets.

Application and challenge of AI in marketing

The study on the influence of AI on sales and marketing shows that these technologies can not only improve lead identification, but also make the personalized approach to customers more effective. Companies are called upon to build innovation portfolios that take both short-term successes and long-term ambitious projects into account. Despite the promise, many companies are reluctant to fully integrate data into their strategies, often due to complex legal frameworks and the time required for implementation.

The use of intelligent customer communication systems that, for example, enable real-time price adjustments shows the potential of data and algorithms in today's marketing world. A comprehensive overview of artificial intelligence in marketing, including the technologies behind AI as well as its challenges and limitations, is offered in a special crash course. This is intended to help marketers better understand and use the opportunities offered by AI. Further information about the training content is on the page beck library to find.