6 Steps to Trigger Marketing Improvement

The aphorism "timing is everything" is the centerpiece of recent research from the Boston-based research firm Aberdeen Group. The report, Trigger Marketing: Timing is Everything, delves into how professionals can make the most of opportunities that come along.

Triggers can vary widely depending on the customer base, the business and other factors, Aberdeen points out. A few examples are: customer life stage, transaction behavior, online behavior, product or promotion expiration, credit bureau (credit score changes or inquiries), and external (such as the current recession).

Aberdeen found that some companies were better equipped to take advantage of those triggers than others. To that end, the research firm created marketing improvement strategy recommendations based on trigger marketing proficiency.

For businesses that need the most improvement:

• Define best practices for trigger marketing campaign development and execution. Aberdeen suggests businesses do this by reviewing direct marketing trade publications and attending shows to find tips.

• Hire resources that include trigger marketing as part of their job descriptions. Aberdeen says that while external vendors can help implement a trigger marketing program, it's best to have internal personnel maintain it.

Companies with a shorter distance to travel, or the "industry average," can:

• Define performance metrics for measuring trigger marketing effectiveness. Like any marketing initiative, Aberdeen says trigger-based programs need to be measured so companies can determine their value and decide whether they warrant continuation.

• Disseminate results from trigger marketing campaigns to key decision makers. Considering some businesses believe customer data management and analytics are expensive propositions, Aberdeen says key company officers should be made aware of their effectiveness.

"Best in class" trigger marketers may consider:

• Measuring trigger marketing performance through a digital dashboard. Aberdeen says marketing dashboards allow companies to visualize the effect a program, such as trigger-based marketing, has on different channels and programs. In addition to permitting businesses to measure trigger marketing's effectiveness, dashboards make it easier to "engage in scenario planning and experimental design at a tactical level."

• Using the mobile channel to drive trigger marketing effectiveness. Aberdeen says a new trigger available to marketers is right in many customers' pockets—the GPS on their cell phones. Location-based triggers can be relevant to the consumer and profitable for the marketer.

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