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Conversational Marketing arose as a current buzz phrase after the Cluetrain Manifesto, the first...

Conversational Marketing arose as a current buzz phrase after the Cluetrain Manifesto, the first thesis of which is 'All markets are conversations'. Conversational Marketing is the engagement of social media by a corporation to promote their product or brand. It differs from traditional forms of "customer touch" because the company may enter into an online dialogue which is stored publicly in a forum or blog. The company may also take the conversation offline. As of September 2007, it seems to be a Buzzword in marketing and Customer relationship management. The idea is to break down the common assumption that marketing involves the broadcasting of information from a marketer to an audience, and replace it with something more interactive. As said above, this idea has appeared in Cluetrain Manifesto. Online PR guru Shel Israel, co-author of Naked Conversations, writes in 2004 that, "Conversational Marketing is nothing new. It’s basically the concept that people respond better to lowered voices spoken in credible tones than they do to the aggressive in-your-face marketing speak as is evidences in everything from TV ads to the pap-lingo of so many website. If common sense prevailed,