Are you currently timing your marketing campaigns so they send the right messages to customers exactly when they need your product or service? If not, it's time that you started to explore trigger-based marketing.
Based on data mining, testing and a focus on helping customers, triggers have become an integral part of successful marketing campaigns. Trigger-based marketing programs take advantage of opportunities by capturing data and converting it into executable campaigns in a timely manner.
So what exactly is a "trigger"? Triggers are specific moments in time that are relevant to potential customers and bring to light a need for a particular product or service. It is about identifying the most opportune time to interact with or proposition your customers based on analysis of customer data, factoring in the customer’s historical and most recent behavior. Some examples include:
· External triggers such as economic conditions or mergers and acquisitions.
· Customer life triggers such as the birth of a child or a home relocation.
· Behavioral triggers such as a change in purchasing patterns.
Trigger-based marketing is typically executed through automatic communication systems that will react to pre-defined triggers by sending appropriate marketing material to the potential customer. This is done by establishing a set of business rules that act on pre-assigned criteria to push out a desired piece of mail, e-mail or telesales call to the prospect, in many cases within days of the trigger.
However, trigger-based marketing works only when the message is relevant. Every customer has a distinctive combination of preferences, interests and demands that make them unique. The closer you come to addressing the uniquely triggered needs in your marketing communications, the greater the likelihood that you will convert prospects into customers.
The benefits of automated, trigger-based marketing are significant. The biggest gains are seen in improved return on marketing investment that is driven by better response rates to marketing campaigns. More efficient prospecting is achieved as automated processes provide a vehicle for continuously gathering, testing and refining data increasingly accurate customer information. Trigger-based marketing programs are also an integral part of effective customer relationship management, offering personalized communications and service to existing customers.The profitability potential of trigger-based marketing extends far beyond simply sending personalized birthday cards to customers and prospects. The value comes when you take full advantage of triggers to increase revenues or decrease costs while enhancing overall profitability.
Scott Nowokunski is president of commercial printing and marketing services firm Integraphx - A Really Cool Printing Company. He can be reached at 704-731-0654 or visit http://www.integraphx.com/
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