Trigger-based marketing is a powerful automated marketing technique designed to engage the customer at the precise moment when there is maximum opportunity to create or destroy value. This “Value in Play” as it is sometimes called presents an incredible opportunity for most organizations.
A power shift to consumers via the Internet and social media has increased the demand for consistent, personalized attention across all media channels. Thanks to our mobile devices, people expect to receive follow-up information immediately after they have expressed an interest on someone’s website. If a company does not get that information to them fast enough, they risk losing them to all of the other distractions on the web. An automated trigger-based marketing campaign can help to accomplish the multiple follow-up tasks that are necessary to convert an inquiry into a lead and then into a sale.
Triggers are rules written against available data that define conditions that warrant action. Good trigger-based marketing strategies leverage these rules, combining them to form both simple and complex “events” and “moments” in the customer engagement process where a brand can create or add value.
Unfortunately, many marketers only scratch the surface and execute a limited number of simple triggers, leaving opportunities for improvement, customer satisfaction and ROI on the table.
By using advanced data management and cloud-based marketing tools, marketers can send trigger-based communications and create individual campaigns specifically designed to be sent to members of a defined target audience at precisely the right time. They can eliminate some of the manual work that is necessary in terms of the initial follow-ups, as well as performing tasks such as tracking future steps in a Drip marketing program.
These automated systems can benefit any business selling a product or service. The “automation” element of trigger marketing can increase the productivity of your business. If you have marketing people occupied with manual processes, automation can increase your sales / marketing capacity. Frequently this staff is highly educated and should be concerned with analysis, strategy and innovation. With profit margins under pressure, productivity and cost efficiency should be high on the agenda these days. Smart businesses understand this.
Next week’s AFPI Blog: Trigger-Based Marketing – How Do I Use It?