Choice Architecture Marketing Platform, Human Dialogue, Enables Advanced Engagement With Customers

By Human Dialogue, PRNE
Monday, January 31, 2011

Tuning Commercial Communications to Complement the way People Make Choices

LONDON, February 1, 2011 - Choice Architecture Marketing Platform, Human Dialogue
( launching today, enables companies to truly
engage with customers via mobile. By using a combination of behavioural
economics, technology, industry experience and research panels, Human
Dialogue tunes commercial communications to complement the way that people
make choices, driving increased opt-in, response and engagement.

Mobile industry expert and analyst Tomi Ahonen, predicts
message-based mobile marketing could be worth up to $3.6Bn. To achieve this,
Human Dialogue believes that it is critical to understand how people make

To use the platform, marketers submit objectives or
pre-written campaigns. Human Dialogue then uses choice architecture
algorithms and research panels to optimise campaigns and deliver back.

Human Dialogue's research panellists are members of a platform
called Every Single One Of Us (, aiming to improve
communications between companies and people. Panelists are rewarded with
points they can use on Facebook, turn into cash, or donate to charity. In
2011, panelists are encouraged to support The Butterfly Tree charity,
providing health and education programs to the Mukuni village in Zambia.

Mutsa Marau, a graduate who designed a peer-based HIV
prevention program for The Butterfly Tree, said, "The idea is so simple -
provide feedback for companies who want to engage with people and, in doing
so, give back to your community with the rewards you receive. I'd ask
everyone interested to 'Like' Every Single One Of Us on Facebook and add
Human Dialogue as a friend to get involved!"

Paul Berney, CMO & MD EMEA of the Mobile Marketing Association,
said, "We welcome and support moves aimed at increasing the effectiveness and
understanding of a relatively new area of marketing."

Tomi Ahonen said, "Human Dialogue will be a powerful marketing tool. It's
the first native format for messaging that can achieve far more compelling
and relevant communication. Human Dialogue finally enables personalized mass

Rory Sutherland, President of the IPA and Vice Chairman of Ogilvy Group
UK, said, "It's tempting with Mobile Marketing to replicate the traditional
broadcast measures of reach and frequency - however that seems to miss the
comparative advantage mobile enjoys in offering contextual communication in
combination with immediate interaction. Real-time nudges and Choice
Architecture can have extraordinary effects - as I'm sure we'll see with
Human Dialogue."

Reference links:

Human Dialogue:

Every Single One Of Us:

Every Single One Of Us on Facebook:

Mutsa Marau:

About Choice Architecture and Permission Mobile Marketing:

About The Butterfly Tree (

The Butterfly Tree Charity supports rural communities in Zambia decimated
by the HIV/Aids pandemic, providing safe water, feeding programs, improved
health and education facilities and an orphan sponsorship program. All funds
go directly to the cause and all members are volunteers

About Choice Architecture (

Choice architecture describes the way in which decisions are influenced
by how the choices are presented, and is a term used by Cass Sunstein and
economist Richard Thaler in the 2008 book Nudge: Improving Decisions about
Health, Wealth, and Happiness.

About Behavioural Economics (

Behavioural economics and its related area of study, behavioural finance,
use social, cognitive and emotional factors in understanding the economic
decisions of individuals and institutions performing economic functions,
including consumers, borrowers and investors, and their effects on market
prices, returns and the resource allocation.

Contact Jonathan MacDonald (Co-founder & Director):

Call +44-203-286-1456

Contact Jonathan MacDonald (Co-founder & Director): jmac at Call +44-203-286-1456

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