In the past 20 years, we’ve learned a great deal about digital marketing, including what works and what does not. During that period we did not distinguish that all marketers had a “mass-marketing mindset” – it was just marketing! True “dialogue marketing” only came about as a result of social media and digital marketing.
Defining The Dialogue Age
After 20 years of experimenting and using digital marketing we can see the difference between speaking to mass audiences (which we were all pretty good at) and having a real time, two-way dialogue with a potential or a repeat customer (which few of us do well). Let us not forget, marketing exists to solve real world business outcomes.