Event Triggered Marketing Tactics For 2010

Published: 01st October 2009
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Many marketers have dabbled with event-triggered marketing, but they tend to rely on more easy applications, such as one-off email initiatives. For example, a customer who experiences a technical glitch or abandons an online shopping cart may receive an automatically pushed message. Large databases and good timing are no longer sufficient to gain new customers and/or effectively market to existing ones. Traditional marketing practices are now dated, as there are significantly more channels for building two-way customer relationships, from phone to print to web to email. Thus, dated one-dimensional practices must evolve, just as the technology has.

Modern event-triggered tactics call for personalization through increased capture and use of statistics, such as shopping history and customer service contacts. To maximize the effectiveness of an event-driving campaign, marketers must learn how to put data collected from customers and prospects to work in a setting that will trigger appropriate messages.

Research from Gartner suggests that an event-triggered campaign can save up to 80 percent of a marketer's direct mail budget. This is accomplished 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 changing existing processes and technologies, the long term payout will be worth the effort. And that's just the beginning.

Once a system for event-driven marketing has been put in place, it is easy to establish goals the entire organization can appreciate and understand: new clients, and up-sell and cross-sell offers to existing clients. With a transparent set of measurable strategies, marketers can negotiate budgets from a stronger position, and are more likely to be able to acquire the necessary funding for implementing event-triggered campaigns in future campaigns.

To begin, marketers must set clear goals for event-triggered campaigns targeting both new customers and existing customers. It is of course possible 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 manageable benchmarks and metrics that can be tracked throughout the campaign.

Next, it is vital to look at your existing technologies and processes. You will need to ensure that the correct technology is in place, and that you are using it to collect data from all customer channels. Just as important, your technology must allow for you to leverage collected customer data, and it should flag anything that is not conforming to your established metrics so that you can make the necessary adjustments.

Gartner has found that event-triggered messages have a response rate that is five times higher than that of non-targeted push messages. These results are attainable 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 these communications between the customer and company aren'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.

Kristin Hambelton is the Director of Marketing at Neolane. Neolane provides the only event triggered marketing automation software specifically designed to manage, automate and optimize programs across traditional and emerging channels including direct mail, email and mobile.

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