implementing trigger based marketing to drive customer loyalty & roi

Trigger Based Marketing

15/09

15/09 22/09 29/09 01/10 02/10

Why trigger based ? Single shot actionsOrganised in silos Focus on reachCost cutting optimization

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SpringPromo

New YearPromo

Back toSchool

XmasUpsellcampaign

Cross-sellcampaign

Product / Campaign Driven A BCDE…

Personalisation => Versions

Why trigger based ?

Be relevant

5 fundamental categoriesfor context information

=> types of triggers

individuality

trigger

Product basedPurchase of a (new) product.Replacement or upgrade of a product.Deplete stocks.Expiration of contracts.Interested in aProduct…

Individual basedLife stage based events

• Birthday• Go to college• Movers• Marriage• Kids• Pets• …• New company• Expansion• Mergers & acquisitions

Events in the relationship with a customer?Changes in customerstatusReviewssatisfaction

Relation based

Omni Channel Loyalty Programs

PurchaseCustomer service contactClicksBased on behavior (frequency, recency)NON EVENTS

Activity based

16

Check email address=> offer

17

360°Single

CustomerDB

Location based• Offers• Interaction• Suggestions• Reviews

Mobile AppsBeacon technology

Location based

Meir project

Get Keep Grow Winback

Cust

omer

Eng

agem

ent

Time

Key Desired BehaviorsAwareness

Trial / Welcome / First Experience

Repeat engagement / Content

Loyalty / VIPSocialParticipation

Re-EngageSatisfactionX-sell

DefineCustomer Journey

Define triggers

individuality

trigger

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

Time

TODAY

Start Marketing Automation

Real-time Trigger Based

23

From Versions Frames

FORMATS TEXT PERSO IMAGE PERSOCONDITIONAL

WEINSIGHTScreating customer value & engagement