Developing automated campaign processes and setting the right event-triggers saves costs, increases marketing efficiency and effectiveness, and improves customer interactions
Marketers are often under pressure – they are forced to constantly optimize and re-evaluate their plans in light of budget cuts, which often occur first for marketing departments.
But marketers can apply standards and automated processes in order to manage costs or improve efficiencies. Most marketers dislike to be driven by rules, because they feel limited in their creativity. Rules are sometimes perceived as regulations.
But rules can play an important role — especially when they are “business rules” driving an automated campaign process which leads to event-triggered marketing. In essence, different campaigns will be executed automatically when a customer behaves in a certain way — without any manual intervention of the marketer.
For example, a loyalty program might send a special mailer and follow up with a personal call from a sales representative to high-profit customers of the loyalty program, which leads them to use their points and buy additional products with points and money. This activity increases the interaction with the customer and makes the customer more loyal to the brand, because the advantages of the loyalty program become obvious to him. This is an example of event-triggered marketing, and involves setting up rules for direct marketing communications to specific customers.
Important considerations for successful event-triggered marketing:
The more targeted the better
Targeting includes that some form of data mining or customer segmentation has already been conducted to categorize customers by certain behavior patterns.
- Need to buy-in with the customer
The more personalized the communication, the more important it will be to make sure that customers are willing to be active in the information exchange, otherwise this may impact the customer perception of the company.
- Need to incorporate interaction history with the customer
To have the capability to create personalized communications and offers, marketers must be able to review the history of its customers. If the history is not clearly analysed it can easily happen that event-triggered marketing approach delivers the wrong messages to the customers.
- Need to be measurable
Shifting to event-triggered marketing requires a measurable analysis from marketers, marketing controlling, call center managers, etc., and if ROI is not clear the efforts will not succeed. Another reason to make the event-triggered marketing campaigns clearly measurable is to enable optimisation in the future.
- Need to add value to the customer relationship
It should go without saying that personalized offers sent to customers should be valuable, but some refinement is required. The value should not be to the management of your company. The value should be directly to the consumer in order to enhance long-term relationships.
What is the impact of automated campaign processes and event-triggered marketing:
Cost savings and increased marketing efficiencies – event-triggered marketing saves costs because rules are designed to select customers who have particular attributes characteristics that make them more likely to respond to a specific communication, product benefit or promotional offer.
- Improved marketing effectiveness – automated campaign processes and the right event-triggers are not a single concept to grow the business, but it’s an essential way to execute a targeted strategy across all customer communications. The strategy can vary for Business to Business or Business to Consumers, but must include a streamlined concept that reflects the understanding of customer behaviour and needs.
- Improved customer interaction – Every time a customer contacts a company, the level of service and support will be absolutely consistent and should result in a total customer experience by providing all information that the consumer has provided.
Marketers always want to differentiate their company in the eyes of their best customers. Automated campaign processes and the tight event-triggers enable companies to communicate with their customers in a way the customers have never experienced before. Event-triggered marketing not only supports such a strategy by providing the information that a customer has provided to the organization, but also supports the strategy by communicating with the customer at the time and through the channel that they prefer.
By using rules to automate the processes, marketing can save costs and increase effectiveness of their activities.