Conversational marketing or conversation marketing is a marketing practice nearly similar to relationship marketing.
Conversational marketing consists in establishing a more or less continuous dialog with customers, prospects and influencers. This dialog allows to work on the quality and proximity of the relationship and to know the client.
Strictly speaking, conversational marketing implies a two ways communications and listening from the brand perspective.
Networks and communities on the Internet and especially social networks are particularly suited for conversational marketing practices. Twitter and Facebook are key platforms for real conversational marketing.
Community management is therefore a component of conversational marketing. It is also a component of relationship marketing in the strict sense.