ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

5 Examples of Triggered Marketing to Steal for Your Business

Updated on February 12, 2018

Triggered marketing is an action and reaction tactic. The idea is that when a unique customer performs a certain action, the business has a specific reaction. This customized care is often only possible when intelligent marketing is firmly within the business owner's grasp. The benefits of triggered marketing include:

  • Improve first-time experiences
  • Higher repeat orders
  • Increased word of mouth exposure
  • Capture at-risk customers
  • Improved customer feedback

Example #1: Improve first-time experiences

As with any sales funnel, timing is the critical element. The top of a sales funnel needs to evoke a different experience than the bottom. A first time customer, who signs into wireless, may be deciding if the business will be a regular stop. If an organization can verify it is the customer's first time visiting, it can offer access to a discount group, relevant local information, or even a "welcome" coupon. Other companies, such as the Atlanta Bread Company, use the initial experience to gather analytics and demographic information (such as email addresses). This information helps insert the customer into unique future sales funnel operations.


Example #2: Higher Repeat Orders

A customer today is not a guarantee tomorrow. Small business owners who use triggered marketing often study the lifetime value of each patron. The problem they are solving is how to increase repeat business. The value of triggered marketing over a static loyalty program is understanding velocity. A daily customer is entirely different than a monthly customer. By using a customer consistency measurement, a shop can provide a "soup of the day" coupon to one customer and a "flavor of the month" to another. In each instance, the goal is to increase the velocity of purchases.

Example #3: Increase Word of Mouth

Creating a pattern of behavior is what sets intelligent marketing apart from static programs. One promotional practice is creating an echo effect. The idea is to have happy customers refer more happy customers. Intelligent marketing can show which customers repeat the most often, which can open an opportunity for social marketing. Businesses can provide a "review us for a coupon" deal to those happy customers most likely to repeat. That boosts confidence in other potential customers who scan the reviews.

Example #4: Capture At-Risk Customers

Life changes and customer behaviors change as well. A daily customer may start slipping out of their routine. Many businesses are blind to customer behavior changes because they don't have triggered marketing. When an automatic program is setup, customers who are at-risk of leaving can be given a special offer. A customer who used to come in daily, who is starting to arrive once a week can be targeted with this approach. One example is to offer them a free item that they have regularly ordered. The idea is to reinforce the habit that made them daily customers. Another approach would be to solicit anonymous feedback to see if they are going to a competitor.

Example #5: Improved Customer Feedback

One of the most frustrating things about marketing is not being able to understand success. This confusion is often caused by a lack of information. Using triggered marketing allows a business to understand conversion ratios for a specific segment of their customer base. This feedback can show at-risk customers leaning towards a local competitor. It can also highlight which "bundle" converts better among newer customers. By segmenting and understanding individual customer needs, a business can perform intelligence marketing towards those needs.

In each of these examples, targeting the right customer at the right time makes all the difference. Triggered marketing allows a business to be intelligent about their customer base. Each customer has a slightly different need and understanding that need is crucial towards success. However, it can be a considerable task to comprehend each need and the timing of the need.


Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://corp.maven.io/privacy-policy

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)