The text message from the mobile phone company was simple enough:
“You’ve used 75% of your data this month and exceeded the limit last month. If you go over this month, we’re happy to upgrade you to the next tier for an add’l $5. Click here to confirm.”
This example of event-triggered marketing demonstrates the opportunity for marketers to reach audiences at the right moment. While 64% of multichannel marketers surveyed expect to use a majority of event-triggered tactics in multichannel marketing in the next two years, only 29% of marketers do it today. Those who plan to transition from “batch and blast” type engagement to event-triggered marketing will need to learn the steps to do so.
Here are the first two steps needed to build an event-triggered marketing capability:
Pinpoint the right events
Start by brainstorming significant events that can intersect both the company and the customer. Events that intersect customer and company include customer transactions, client contract signings, a mobile website visit or a store visit. Make sure you include external events such as economic shifts, weather changes, social sentiment or government legislation; these can add context and make a case for why customers need to choose your product or service over others at the time of need.