TRIGGERED MARKETING FOR BRANDS
DEPLOYING DATA DRIVEN CUSTOMER COMMUNICATIONS THROUGH THE LOCAL BUSINESSES THAT SELL YOUR PRODUCTS AND SERVICES.
The best support a brand can give their local distribution partners is to help them create highly-relevant communications for their customers. The problem is that in a multi-touchpoint world, frequent and depersonalized communications can cause message fatigue, which has the potential to annoy customers. Smart brands have turned this problem into an opportunity by mining customer data and creating specific communications that set them, and their local partners, apart from competitors. This helps brands deliver Triggered Marketing through their local sales channels to reach customers at precise times and with targeted messaging. The results are conversion rates averaging twice that of batch-and-blast messaging. This paper addresses triggered marketing for brands that sell through partners, both B2B2C and B2B2B. Common names to describe marketing through a channel are distributed marketing, partner marketing, affiliate marketing, or simply channel marketing. The sales channels that are referred to in this paper as “local partners” or “partners,” are those retailers, dealers, resellers, franchisees, field agents, or VARs that sell branded products and services to end users. IN THIS WHITE PAPER YOU WILL LEARN: • • • •
What is Triggered Marketing and Why is it Important for Brands? The Events That Trigger Marketing How to Implement Triggered Marketing Types of Triggered Communications and Measurement