How to Use Triggered Behavioral Marketing Programs

Marketers are always discussing the idea of delivering the right message at the right time in the right channel — it almost seems like it should be an art form. It is. It's an art form comprised of listening and timing. Listening to your customers and prospects as they share information on their interests and needs is paramount in running successful triggered behavioral marketing programs.

Triggered behavioral marketing programs require prep work and analysis to be successful. Marketers need to track customer activity across every channel that they employ. By doing so, they can set up triggers based on consumers’ actions and observed preferences. Marketers can also understand the frequency at which customers want to be communicated with and their preferred channel for those communications.

Sketching out a trigger program involves analyzing behavioral data and determining the proper mix of communications. What's the desired frequency of communications and in what form should they appear? Does a customer want to receive an email once a week? Do they only respond to direct mail? What data can help you predict customer attrition? Be on the lookout for clues that allow your customers to tell you what they want and when they want it.

Marketers must measure results and react to customers’ changing needs. How do you determine if a campaign is working? What copy or visuals are consumers responding to? By determining what programs are working (and why they're working), marketers are able to create successful programs with superior results.

Real-time, cross-channel behavior tracking allows marketers to tailor their customer communications. It also enables them to respond quickly with relevant, personalized content. By tailoring offers to observed customer behaviors, you show that you understand your customers. Using a customer's past behavior to determine the most compelling content leads to more successful campaigns.

Triggered behavioral marketing programs should respond to customer needs, helping marketers to gain insight into when a customer wants more frequent communications or is ready to buy.

Marketers should also consider the brand implications of trigger marketing programs. For example, if a consumer is thrilled by receiving compelling, well-timed offers, they may take to social media and shout from the rooftops how much they love your brand. The superior results achieved from triggered campaigns prove that timing is indeed everything.

Valerie Vallancourt is the director of marketing communications at ClickSquared. Valerie can be reached at vvallancourt@clicksquared.com.

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