Event-driven marketing (EDM): how to improve conversion by being relevant

By Manu De Ros

"Customer first." "People control communication". "The customer is at the centre of our marketing universe". How often do we hear and share these messages? The answer: very often! However, that doesn't make them superfluous: people and their individual interaction and information needs - at any given time - is key to a successful marketing strategy. It's a message that cannot  be repeated enough, although it is not a new one.

However, the call for customer-centric thinking and working, cross-channel marketing and the customer as the centre of the marketing universe, is louder than ever. Current changes in media and buying behaviour, not in the least social media, have made it resonate even stronger.

The need for event-driven marketing in a social multi-channel world

A personalized and integrated dialogue marketing strategy is not an end. It is a means to an end. Increasing relevance (and customer value) to optimize customer satisfaction and, obviously, generating revenue through a highly targeted, segmented and personalized marketing strategy (business value) remain the ultimate goals.

The techniques of targeting, segmentation, etc. are changing in a social multi-channel reality. We broaden our segments with influencers, adapt targeting strategies depending on the results of real-time cross-channel customer dialogues, etc.

Still, although new marketing strategies and tactics, such as social media marketing, offer ever more relational possibilities (for instance, customer service, research) and direct marketers increasingly adopt a customer-centric, cross-channel and two-way interaction strategy, that includes listening, monitoring and using results from previous interactions, customer-centricity and relevant communication are at the core of what has been known in direct marketing as event-driven marketing (EDM) for ages.

EDM requires a 360° life-cycle CRM and marketing approach

People, whether they are customers or not, use multiple channels to inform themselves and interact with business. Therefore, it's crucial to be there when and where they want with the right messages at any given time. Knowing what's the right message, channel and time is only possible through multi-channel marketing, a 360° customer view and an integrated life-cycle CRM and marketing approach.

Looking at consumers as individuals and interacting with them in a relevant way (the right offer or message at the time it is delivered, the right touch point at the right moment it is needed) is the very basis of event-driven marketing or EDM. EDM is really at the heart of the shift from push to pull, and integrates them into a smart event-driven marketing automation approach using data-driven and multi-step marketing scenarios.

Besides optimizing user experience, responding to people's needs and increasing customer satisfaction, the main effect of event-driven marketing is an improved conversion. Conversion rates with EDM can easily double while costs are minimized when automated to the maximal extend.

Obviously, in direct marketing, e-mail marketing, social media marketing, CRM and all other marketing and customer-related activities, there is not always a 100% match between the offer and need regarding content, channel and timing.

Increasing conversion is a combination of EDM and continuous optimization

On top of that, although EDM is a way to increase conversion and marketing evolves more and more towards pull, there are many circumstances where opt-in "push" activities are necessary (think, for instance, about e-mail newsletters or loyalty marketing activities).

And that's why it's so important to measure, analyze, segment, target, profile and test, no matter how personalized interactions are, and to move from the scission between "push" and "pull" to integrated marketing scenarios and event-driven marketing, whereby people, their permission and their needs are at the heart of what we do.

People are not, except in direct real-time event-driven actions, they start themselves to request information (e.g. downloading a paper or talking to a call centre), always there when and where your marketing messages or interaction invitations are.

With a strong combination of event-driven marketing and a continuous conversion optimization effort that looks at all aspects such as the message, carrier, frequency (avoiding marketing fatigue, read more here!), your business can achieve conversion rates that top the significant conversion improvement you can achieve using EDM.

Some steps in setting up EDM programs and creating relevant offerings

With Selligent, you will define event-driven programs that act on individual customer data or events to succeed in timely personalized offerings. The most relevant offering is one that's based on what's going on in the life of the customer at that time:

  • It starts with capturing information. Invite customers to interact with your brand, provide the context to let them tell you who they are.
  • Aggregate events from subscription info, survey responses, purchase data and online click behaviour.
  • The ability to trigger such events, interpret them and act accordingly via automated and personalized follow-up scenarios, brings major opportunities for up- and cross-sell.

With Selligent Interactive Marketing EDM goes beyond interactive

Selligent Interactive Marketing allows marketers to act upon these events. Consider it as an automated sales & marketing assistant constantly screening each of your customers against your communication blueprints.

Combined with Selligent's advanced personalization features, it allows you to maximally exploit the context of each event with relevant messaging and offerings
Digital channels are ideal for EDM thanks to the low-cost aspect, the strong personalization options and optimal measurement capabilities.

With Selligent, EDM is not limited to digital as Selligent is a native cross-channel marketing solution.

Learn more about our event-driven marketing possibilities here or request a live demo.



Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  

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Have a look at our resources

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