What is Interactive Marketing?

Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.

Interactive marketing is typically 2-12 times more effective than traditional direct marketing.

Interactive marketing is called many things. You may have heard it called event based marketing or event driven marketing or even trigger based marketing but it is all the same idea: reacting to what the customer is doing and driving up marketing effectiveness.

Where would you use interactive marketing?

When you ask people about trigger based marketing they generally think of reacting to some trigger in the customer relationship, such as asking for a loan payout figure for a bank loan. Customers asking for this information may be looking to refinance their loan. The request should trigger some action on your part to try to stop them from leaving.

However, with the growth of inbound marketing and lead nurture campaigns interactive marketing is applicable to all organisations:

  • Business to business and Business to consumer
  • High transaction and low transactions businesses.
  • Pre-sale prospect management and post-sale customer management

Implementing event based marketing systems

When implementing event based marketing you need to ensure that you have right systems in place. 

Systems

There are minimum practical systems needed to run any type of event based marketing campaign

  • The ability to monitor customer behaviour via a customer database of some type
  • The Ability to decide what to do needs a real time, rules based decisioning engine
  • The ability to execute in a timely fashion though
    • Campaign management software
    • Email marketing automation software
    • The ability to input to face to face / contact centre channel
  • The ability to report on what happened

The 5 Processes in Implementing event based marketing

There a five key processes needed to implement event based marketing campaigns.

Identify Triggers


Triggers can come from a number of places including data analysis, customer feedback and staff brainstorming. Identifying a set of triggers that is right for your organisation is the first key part of the process.

Create responses

This seems easy but can be one of the hardest parts of the process. When you have identified a potential trigger you need to create a response that will drive the right action.

Evaluate success


Just like any other marketing approach you need to be able to measure and demonstrate success in event driven marketing.

Operationalize


Unlike traditional direct marketing where you might run 10, 20 or 30 campaigns a week / month / quarter, with event driven marketing you may end up running 50, 100 or 300 a DAY. So you will need to automate the process.

Optimtimize


When you are running 300 campaigns a day it is likely that the same customer will be a candidate for more than one campaign. So which campaign to you put them in? That is the question that Optimisation answers.

Next Steps

Client Testimonials

Hear from clients who have used our services.

David Schekoske

Absolutely have loved working with Genroe & the CustomerGauge team. They have been very supportive, above and beyond compared to any other business I have ever worked with. We’ve considered Adam Ramshaw as someone where it would always feel like we are his number 1 priority, with his availability and solutions second to none..

Russell Evans

A combination of street smarts as well as just an academic understanding of what NPS is all about. Genroe are passionate about it. Read more “Russell Evans”

Sam Riley

They stay there, they understand the business and then we get the benefit of all of their experience and they are specialist. Read more “Sam Riley”

Michael McGough

I had a proposal which I needed to present to the CEO of our group, who without speaking with Adam or anyone at Genroe said, “How long did you guys talk this is super detailed, this is exactly what we need, go ahead”. Read more “Michael McGough”

Mark Burgess

We had plans for business growth but very little in place of marketing strategy and systems. We were starting from practically zero in the way of marketing expertise and systems. The Genroe team helped us develop the strategy, systems and execution to go to market. Genroe are a very professional and supportive partner. The methods,… Read more “Mark Burgess”

Renee Farnham

Genroe, has added value to our business by truly seeking to understand our needs and providing us with tangible practical solutions – always! Read more “Renee Farnham”

Joanna Thomas

Within days of implementing CustomerGauge we began uncovering our areas of strength and opportunities to improve our services to customers. Read more “Joanna Thomas”

Craig Scowen

[Genroe] have provided a sound platform for Wolters Kluwer to develop a world class customer experience program, the project is already delivering results and we fully expect this to continue into the future. Read more “Craig Scowen”

Angela Jones-Blayney

Reports produced by Genroe are of superior quality enabling the business to critically analyse its position to ensure decision making is sound and based on best practice data. Read more “Angela Jones-Blayney”

Michael Bray

Genroe’s ability to be hands on with all areas of our business, guide each area of our business through the steps of introducing NPS into our BAU through outstanding communication, was their greatest strength. Read more “Michael Bray”

John Moss

So, for me, it’s around the continued relationship and drive to improve our client loyalty, and just the sheer knowledge and experience in the Genroe team. Read more “John Moss”

Bernice McLeod

Every change that we want, or any idea that we have, we can talk to Genroe and they will make it happen or do something to make it happen to the same effect. I think that’s the most amazing thing, that we have that real-time feedback. We can just shoot them an email and we… Read more “Bernice McLeod”

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