As the digital shift continues to move marketing communications to more direct and dialogue driven channels companies should adopt a simple methodology in identifying what will work for them and their consumers.  The dialogue idea is as unifying concept that aligns relationship or socially driven programs with other communications as a part of an integrated marketing approach. As more participatory channels for consumers are developed the need to establish consistent, non-campaign driven dialogue points becomes critical in the marketing mix.  These are not just limited to the direct channels, as we know them; (CRM, DM, email, websites), but really extend across any personal contact that can be associated to the “ brand experience”; customer and consumer services, in store demonstrations, events etc.

A real world experience with a brand is only mirrored in the participatory platforms online and this mirroring reflects the sentiments it arouses in real world conversations.

What ever the relationship or dialogue you want to create with consumers you must have a compelling offer or value exchange. Just as in the real world relationships, digital relationships require dialogue to sustain them.  A good dialogue idea serves as the over arching concept for that exchange.  In helping create a consumer relationship the dialogue idea should answer two simple questions. Why would a consumer want interact with you? And what value are you adding to their life, their interests, or their passions?

The reasons for the consumer / brand relationship need to be unpinned by consumer rational  and emotional needs.  Dialogue can be driven by what really matters or makes a difference to a consumer’s life or facilitate their passions. Whatever the offer,  it has to be tangible, real and add value.

Consumers are pre-disposed to dialoguing about a number of things.

They might want ;
To be a part of the future development of their brands they are passionate about.
To share their experiences.
To give and receive advice and learn from others.
To be the first to know or receive exclusive offers or privileges
To seek more information beyond the brand  (how to use it etc.)
To meet and belong to a community of people with similar interests

Relationships are long term. The success points you should consider in developing a dialogue driven program start with being able to sustain a dialogue across a community or programs for  along time rather than running a campaign and possibly include time driven campaign communications. You should also define the motivational points for a consumer to start a dialogue with your brand and your ideas should differentiate from other brand or companies in a unque way , there’s no point in replicating someone else’s idea or offer.  And,  lastly you should aim at supporting the dialogue across a number of consumer contact points.