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Implementing trigger based marketing to drive customer loyalty & ROI Trigger-based marketing is een vorm van marketing die de belangrijkste gebeurtenissen in de klant zijn customer journey identificeert. Wanneer zich een gebeurtenis (trigger) voordoet, wordt een specifieke marketing activiteit naar deze klant ontplooid. Het is een extreem gerichte vorm van marketing die door zijn karakter zeer relevant is voor de ontvanger. Ervaring leert dat deze vorm van (real-time) interactie response en roi aanzienlijk verbetert ten aanzien van one2many direct marketing technieken omdat de trigger geactiveerd wordt op een moment dat de consument actief bezig is in zijn beslissingsproces.
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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
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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