5 Tipsto Engage Your Customer with Event-Based Marketing

Customers expect their favorite brands to know them.

2

Really know them.

35%*Based on a 2015 Econsultancy study, respondents indicated that most targeted brand communications are irrelevant.

of customers think marketing messages are “usually relevant” from their favorite companies.*

Yet, only

3

advances in event-based marketing technology let brands detect and understand subtle shifts in customer behavior.

This deeper behavioral analysis, coupled with traditional detection of overevents, is a powerful combination that can help you engage customers with the right message at the right time through the right channel.

Today,

4

This deeper behavioral analysis, coupled with traditionaldetection of overt events, is a powerful combination that can

Event-based marketing involves personalizing marketing strategies based on an event in a customer’s life, responding to their needs at precisely the right moment.

What isEvent-basedMarketing?

5

Milestones Engaging with the Brand Abandoned Shopping Cart Upgrading Services Cancelling Subscriptions Unopened Emails

Events like...

Life Events Moving Wedding Birth of a Child New Job

6

requires a deeper understanding of the customer’s intent and wants, as well as the reasons behind their actions. It then leverages this understanding to help personalize customer interactions with the brand.

Event-based marketing

7

Map your customer journey across touchpoints

Tip #1

8

First there must be data. The best marketing technology today can capture vast volumes of real-time interaction data across channels – including web, sales, loyalty programs, social networks and mobile activity – providing insights that can be acted on in the moment.

Align opportunities with your business objectives

Tip #2

9

Marketers can significantly improve returns when clear business objectives are coupled with opportunities behind customer insights. Tailor event-based marketing to objectives including decreasing churn, increasing satisfaction, driving up-sell and even addressing threats from competitors.

The hallmark of event-based marketing is sophisticated pattern detection that triggers actions based on customer activity – or inactivity – all coordinated across inbound and outbound channels.

10

Map your customer journey across touchpoints

Tip #3

The hallmark of event-based marketing is sophisticated pattern detection that triggers actions based on customer activity – or inactivity – all coordinated across inbound and outbound channels.

Use events to personalize across outbound & inbound channels

11

Capitalize on real-time customer data & opportunities

Tip #4

Act in the moment. Personalization is based on behavioral targeting for anonymous visitors as well as improved targeting for known or returning customers to combine historical customer data and current behavior, helping to derive the best possible interactions.

The newest capabilities in event-based marketing can detect nuanced behavioral changes over time, as well as significant changes in real-time. The latest innovations allow you to:

Choose event-based marketing technology wisely

Tip #5

• Capture and evaluate large volumes of data • Source raw data from multiple channels and interactions• Integrate with real-time marketing technology• Customize business rules to monitor channels and activities then tune triggers for optimal response• Leverage pre-built triggers and automate routine actions

12

Event-based marketing is just one of the multi-dimensional aspects of real-time personalization.

Where are you on the journey towards real-time personalization?

R E A D T H E W H I T E P A P E Rto learn how to turn customer

behaviors into profits.