If you are already using triggered marketing approaches, then you will want to maximize the value of each contact with your customer. To do that, you need to test your communications. And if you’re like most people, you’d be happy to improve the conversion on your triggered pieces by a few percentage points. What if there was a way to double or triple the number of conversions?
This is a fascinating insight into the state of the art in triggered and reactive marketing. In a longish, but very good article, the New York Times provides some great case study material on how Target in the US identifies and targets, no pun intended, women who are pregnant BEFORE they buy any pregnancy related goods or services. With this head start on the competition they are able to generate excellent returns on their marketing.
Do you know any companies working at this level of sophistication? Let me know.
Here is the full article: How Companies Learn Your Secrets
Trigger marketing is not just a fancy new marketing technique that you can layer over your existing campaign process. It is a fundamentally different way of interacting with your customers.