DDV, DMVÖ and SDV redefine "dialog marketing
The dialogue marketing associations from Germany (DDV), Austria (DMVÖ), and Switzerland (SDV) have agreed on a joint, forward-looking definition of dialogue marketing. It is intended to reflect the growing importance of data-driven, interconnected, and engaging customer communication.
The three dialog marketing associations in the DACH region have established the following new definition: "Dialogue marketing stands for individual, orchestrated, value-creating and action-triggering communication via various online and offline channels along the customer journey." The The complete definition will be made available to interested parties in a PDF file.
This positions dialog marketing as a strategic approach that combines technological possibilities, economic goals and genuine customer relationships, the three associations announced in a joint press release. "We are thus creating a clear profile for a discipline that has long since gone beyond the classic advertising letter. Dialogue marketing today is data-based, scalable - and economically highly relevant," emphasizes Martin Nitsche, President of DDV.
The four core principles - individualization, orchestration, value creation and action orientation - mark a change in perspective. "This definition is a rethink. It gets to the heart of what dialog marketing is all about today: not volume, but relevance, attitude and impact," explains Alexandra Vetrovsky-Brychta, President of the DMVÖ.
The Swiss association also emphasizes the international aspirations of the new line: "It was important to us to create a definition that is not only theoretically sound, but can also be applied directly in practice - across borders and channels," explains SDV President Christian Huldi.
The project was scientifically supported by Prof. Dr. Ralf T. Kreutzer, former Professor of Marketing in Berlin. He sees this as a milestone: "The new definition combines current technological developments - from artificial intelligence and automation to data-driven personalization - with a clear focus on impact and customer benefit. It is strategically viable and at the same time operationally connectable."
Webcast on the topic
In line with the new definition, experts from the DACH region will be discussing the Webcast "Rethinking dialog marketing - individual, orchestrated, value-creating!" on Monday from 11:00 a.m. to 12:00 p.m. on current challenges, technological developments and best practices in dialog marketing Participation is free of charge.
