The Role of Dialogue in Digital Marketing
Book chapter > Chapter Other Book · 2025
Authors: Bahar DERVİŞCEMALOĞLU
Developing Digital Narratives in Marketing Communication, Chapter Other Book, IGI Global Scientific Publishing, International, 2025, pp 57-84, ,
DOI: 10.4018/979-8-3373-1857-8.ch003
Summary
The digital age has fundamentally transformed marketing from a one-way monologue into a dynamic, interactive dialogue between brands and consumers. Unlike traditional advertising, which relied on passive message dissemination, modern digital marketing thrives on engagement, co-creation, and real-time interaction. This shift is driven by technological advancements, evolving consumer expectations, and the rise of horizontally integrated media ecosystems. Today, consumers are no longer mere recipients of marketing messages but active participants who shape brand narratives through social media interactions, reviews, and user-generated content. Dialogue in digital marketing fosters trust, personalization, and long-term relationships. It moves beyond transactional exchanges to create meaningful conversations that acknowledge consumer agency and platform-specific communication norms. The future of digital marketing lies in dialogic strategies that prioritize mutual value creation over persuasion.