BlogWorks: Pulling the Trigger on Trigger Marketing

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January 29, 2009

Pulling the Trigger on Trigger Marketing

“Marketers can always figure out what to sell, how to sell and to whom to sell. What they often can’t figure out is when to sell.” - Lester Wunderman

As we all know, triggers are executed in response to certain events. Similarly, marketing triggers deliver targeted messages, offers and the like to consumers at an optimal point in time, based on a variety of factors. Trigger marketing can improve a marketing campaign performance by up to 10 times. The Aberdeen benchmark report, Trigger Marketing: Timing Is Everything, states that this year, two-thirds of survey respondents have increased their budgets for the technologies that make the launch of a trigger marketing campaign possible.

Types of triggers can include customer life-stage triggers, such as marriage, a new home purchase, the birth of a baby or retirement. So, if a home purchase is detected based on new-mover data, an insurance company might offer not only home insurance but services for home security, telecommunications and the like.

Trigger marketing gives companies the ability to know in real time when consumers are looking to buy. It also provides them a way to act on this knowledge as quickly (and profitably) as possible. It helps companies become good listeners and to react in a targeted way. It’s not just a pitch anymore, but a way to answer consumers’ needs, thereby enhancing the overall consumer experience.
To learn more about this important approach view the full story here.

Posted by staff at January 29, 2009 11:49 AM