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

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Check email address=> offer

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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

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Time

TODAY

Start Marketing Automation

Real-time Trigger Based

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From Versions Frames

FORMATS TEXT PERSO IMAGE PERSOCONDITIONAL

WEINSIGHTScreating customer value & engagement