Trigger Marketing: Timing is Everything!

By. Jay Kassing, President, Marquis

A trigger is a device that automatically executes a response to a certain event.  In marketing, triggers are used to automatically deliver a targeted message that is highly relevant and personal, at the most opportune time.

A growing number of marketing officers are coming to recognize the value of trigger-based marketing, which can generate 3X – 5X the response on marketing campaigns.  Worthwhile?  Uh, yeah!  Two-thirds of marketers expect to increase their budget allocation for data management and analytics technology, which drives automated marketing triggers (according to the responders of a recent Aberdeen Research survey.)  No great surprise.

Imagine what having all of your on-boarding, re-boarding, anniversary/birthday notices and credit-based offers automatically set to run in an automated marketing trigger generating solution, every day.  This is where marketing is going.  There are life-stage triggers, as well as, transaction based, online behavioral, account expiration, credit bureau and external triggers to select from to drive your custom designed marketing effort.    Did I mention that these triggers can be segmented, custom printed and mailed (e-mailed) automatically, every day?

Quit spending your time pulling lists and sending unique criteria to your mail house.  Your marketing campaign criteria and creative can all be set-up once and leveraged automatically, every day – without you having to do a thing.  How much time does that put back in your month?  And every campaign, regardless of how sophisticated, will be automatically measured, as well.

Ain’t technology grand?!   This is what everyone thought automation would do for marketers.  Now it can.

Stop using the excuse, “I simply don’t have the time to do the kind of marketing I know I should and would like to.”  New data analytics tools make automated marketing triggers a reality.  Isn’t it time you leveraged your marketing to include triggers.  Timing is everything!

Jay Kassing

Jay Kassing

Jay Kassing is President of MARQUIS, a Texas based provider of marketing analytics solutions including MCIF/CRM software, MCIF services, profitability, compliance, consulting and direct mail creative/fulfillment. Jay has ... Web: Details