Though many marketers have experiment with event-triggered marketing, they tend to attach to more easy applications, such as one-off email initiative. For example, a customer who experience a technical glitch or abandon an online shopping cart may receive an automatically pushed message.
Large databases and good timing are no longer enough to gain new customers and/or efficiently market to existing ones. Traditional marketing practice is now dated, as there are considerably more channels for structure two-way customer relationships, from phone to print to web to email. Thus, dated naive practices must evolve, just as the technology has.
Current event-triggered campaigns need two things: a way to track and capture previous customer interactions across all points of contact, and a way to use that information to personalize messages. Using collected customer data to efficiently trigger personalized marketing messages, offers, and initiative is a key component of a victorious event-triggered campaign.
Research from Gartner suggest that an event-triggered campaign can save up to 80 percent of a marketer's direct mail budget. This is talented by delivering targeted on-demand services, such as signing up a customer for a new rewards club, rather than mass printing and mailing a brochure. So, while there may be upfront costs in altering existing processes and technologies, the long term payout will be worth the attempt. And that's just the beginning.
Once cross-channel event-triggered marketing has been established as a strategy, marketers can set goals in terms which apply to the organization as a whole: new customers and increased revenue from current customers due to better conversion rates for up-sells and cross-sells. Once a full balance of measurable strategies have been put in place, marketers can arrive at the next budgeting meeting in a greater position of strength, and more easily gain approval for the essential processes and technology upgrades required to make event-triggered campaigns an integral part of long-term marketing strategy.
To begin, marketers must set clear goals for event-triggered campaigns targeting both new customers and existing customers. It is of course probable to focus on only one of these groups, and this approach may be the best way to test and evaluate campaigns on a smaller scale. Start by setting easily convenient benchmarks and metrics that can be tracked throughout the campaign.
Now, take a look at your existing technologies and processes. Are you able to correctly leverage the data you collect about your customers across all channels? Does your technology allow you to correctly flag something and make suitable adjustments if it's not corresponding with your current metrics?
Gartner has found that event-triggered messages have a reply rate that is five times senior than that of non-targeted push messages. These results are within reach for campaigns than pull information from a single database that has automatically tracked customer data from all points of customer contact, from brick and mortar stores to websites to customer support calls and more. If this infrastructure between the customer and company isn’t used, it's much more difficult to measure the effect of cross-selling or up-selling customers. By using event-triggered methods based on previous customer actions and trends, marketers gain a full set of tools to initiate new contacts, and bring old ones back for more.