A relatively new and effective method to staying connected with consumers is to implement marketing campaigns that are driven by events (and the data that is associated with those events) to deliver relevant and timely messages.
Triggered marketing identifies key “events” for existing and potential customers, and then “triggers” the sending of marketing touchpoints in context to those events. To “trigger” the marketing touchpoints to be sent, events must create data points within a company’s Customer Relationship Management (CRM) system.
These triggers fall into 3 basic categories, with something for every business model:
- Recurring and Transactional Events – Predictable, fixed occurrences based on static customer information or typical transactional data. Examples include birthdays, appointment/service reminders, and warranty expiration warnings.
- Direct Behavioral Events – Interactions with a website, sales reps or actual sales data can drive messaging that specifically relates to the activity. Shopping cart abandonment, loyalty program enrollment or product upsells are the most common types.
- Indirect Behavioral Event – Consumer’s personas can change over time, resulting in new opportunities to start a marketing dialogue. Examples include home ownership, moving to a new neighborhood or having a baby.
Interested in finding out more about how you can start using Triggered Communications in your own marketing? Register here to be among the first to receive our Triggered Marketing White Paper.