Two-way marketing
Two-way marketing incorporates listening and response into the relationship between an organisation and its audiences. Communication is understood as an exchange, rather than just broadcasting
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may use support conversations, communities, interviews or other channels. Listening requires what is learned to inform decisions about the product, service or message. Opening a chat without the capacity to respond or resolve issues does not in itself create a useful two-way relationship.
Also known as
Two-way communication marketing
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