Marketers have been using triggers for cross-channel marketing and interaction purposes since years. Triggers are well-known in advanced email marketing and event-driven marketing. In a customer-centric and multichannel reality, they are used across other channels such as mobile as well.
Many businesses still limit themselves to fairly simple triggers. Some have been implementing them on a behavioral level: customer activities that lead to follow-up interactions, based on specific behavior.
Typical examples include shopping cart abandonment, site behavior and interaction with specific content. Marketers that have implemented these kinds of triggers, have reaped the fruits of doing so, as we showed in recent posts and as our customers show everyday.
Monitoring digital footprints
Today, we have clearly entered an era in which opinions, behavior and interactions of customers (and between customers) are more visible than ever before. Voice of the customer programs, advanced behavioral profiling, integration of CRM and interaction data, and obviously social media, allow us to listen more to our customers.
How crucial truly listening to customers and measuring their digital footprints across channels, using, for instance, advanced reporting tools, may be: it's at least as important to act upon what we "hear" and thus further develop the number of behavioral triggers in order to drive relevant, valuable and effective interactions.
Reversing the interaction process
Furthermore, nowadays, many triggers are still very focused on immediate response, often on a channel level. When developing a more behavioral and customer-centric trigger program, integration of channels and lists and databases is important.
Finally, a fully developed behavioral trigger program will take into account all site, online presence and content interaction and reverse the interaction process. The consumer decides what he wants to receive, where he wants to get it and when he will need it.
This way, behavioral triggers and, for instance, email marketing, are more about defining what consumers will want at any given time and depending on any given action, instead of defining when we send a message.
The result? Increased conversions.
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.
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