I saw a movie based on the novel from Bertina Henrichs, a german author writing in French. She must know what taking risks means. In her novel "La joueuse d'échec", the women playing chess quotes her teacher and says : "when you take a risk you might lose, when you don't you always lose."
Those who feel there is a risk involved in dialog marketing will fail, for sure. Like in Chess, you need to anticipate what the other players will do and they will take the risk, for sure because they know it's a very small one.