I am sure many of us are the lucky recipients of emails or notifications from one or more brands, helpfully informing us about the next big online or store sale. How many of these do you get in a day? I have simply lost count. I either delete these emails or simply ignore the notifications because the information is just not relevant for my needs. Yes, I am going through a classic case of message fatigue!
As a marketer myself, I would like to gently remind my peers to incorporate the concept of event-driven marketing so that their messages are not lost in the clutter. According to Gartner, event-triggered marketing identifies and executes campaigns based on events that affect a customer relationship. Gartner’s survey asserts that brands that send messages based on these events, rather than the traditional email blasts, will see their marketing messages receive, at minimum, five times the response rate of non-targeted push messages!
Now these are some really big numbers to ignore. So, what does event-triggered marketing involve? It’s not really rocket science. The concept hinges on two factors: one is the relevancy quotient of every interaction between a customer and a brand, and the second is the best time for this interaction to take place to drive conversions and other business goals. These goals could be to increase engagement, capture customer information or provide information about a new feature, and so on.
- Catch the context. Context is data that a brand captures about its customers’ interaction with the brand. It includes the customer’s profile, website browsing history, device usage, mobile in-app activity, email history, location, point-of-sale interactions, any CRM data. Typically, brands have a lot of this contextual information already, but it resides in isolated pools and is not easily accessible to the marketer. Easy access to this information is critical for the marketer to move on to the next step.
- Identify events or triggers. Once the context has been captured, the next step would be to figure out moments when this context could be put to use. These moments or events could be searches done by the customer on the website, pages browsed, items viewed, item added to the cart but not bought, app registration completed but no further activity done, song listened to multiple times but not downloaded. The idea is not to map out all events at one go, but to identify some optimal moments that would be most advantageous for the brand to connect with the customer.
- Respond with relevant actions. The final step would be to take action when the identified triggers occur. Send out that email, that push notification, that in-app message at the best moment possible moment to prompt the desired response.
Now. let’s put it all together in an example. Suppose, Mike has been browsing his favorite retail app for sunglasses. He seems particularly interested in a certain Oakley style that he viewed twice in the past 24 hours. He is obviously keen on the product, but has not yet added it to the cart yet. What would it take to convince him? What if, when Mike opens the app next time, a message pops up saying, “Hi Mike, a very special offer on Oakley glasses today … just for you.”
Such an interaction is more likely to catch my attention and yield desired results, which is to increase my engagement with the brand and convert me into a buyer or a loyal user.