Triggering a better customer experience
Big life events can be a marketing opportunity because of the disruptive nature of what happens. So starting a family, moving house or even having a birthday are all times when we are considering, researching and thinking about purchases.
Also known as alert or alert marketing, trigger marketing has been around since the 90’s. There are three categories of Trigger Marketing: expected, unexpected and predicted. Expected includes such things as birthdays. Unexpected could be things such as a house move. And predicted includes activities such as a car purchase.
A house move, for example, should be a major trigger for companies. Think of all the things that change when you move house. Your home and contents insurance, your utilities, your broadband provider. There can be locational effects too. You might be a typical loyal Tesco customer, however when you move 20 miles from your nearest Tesco, your shopping habits are likely to change.
Today, when circumstances change – both predicted and unpredicted change – people reach for their mobile or laptop to do research. Smart companies will recognise the customers who are on their website, and figure out what they are doing. They can use this data to start predicting the unexpected, and fine tuning their response to the predictable.
So many things are triggers. Up to fairly recently these triggers were anonymous. We couldn’t easily identify who the trigger related to. Today, we can. One of the biggest changes in recent years has been providing web browsers with an appropriate personalised response.
For the first time we as marketers have real-time insights about our customers and prospects that help us to truly engage with people on a one-to-one basis. And this means for the first time we can create relevant and appropriate communications – delivered at just the right moment.