2016 Paragon Digital Marketing. All Rights Reserved. Get Started with Triggered Marketing Basics
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1 2016 Paragon Digital Marketing. All Rights Reserved. Get Started with Triggered Marketing Basics
2 How to Become a Marketing Sharpshooter How do you hit the bullseye in customer acquisition, or loyalty, or reactivation,? Nailed it Paragon Digital Marketing. All Rights Reserved. 2
3 Agenda Introduction, definitions, background. Setting a strategy and executing a plan. Event & Trigger Responses- Top Tools Common scenarios and strategies Questions- anytime at all. Squirrels (I m easily distracted & like relevant tangents) Paragon Digital Marketing. All Rights Reserved. 3
4 Introduction- What is it? 4
5 What is Triggered Marketing? Event-driven marketing (EDM) is a discipline within marketing, where commercial and communication activities are based upon the measurement of relevant and identifiable changes in a customer's individual needs. Events can be classified as: Simple Predictive Events (Holiday, run out of dish soap) Significant, Lifestyle Events (Marriage, Buy a Home) Triggers (smaller things people do) 2016 Paragon Digital Marketing. All Rights Reserved. 5
6 It s so straightforward but We get lost in the techniques. Trigger Action Outcome 2016 Paragon Digital Marketing. All Rights Reserved. 6
7 Planning and Execution 7
8 If you don't know where you are going, you'll end up someplace else. Yogi Berra
9 1- Identify Events Timed Events Unpredicted Events Other Triggers Holiday Store Visit Leaving Site Birthday Order Competed Abandoned Cart Contract Renewal Newsletter Signup Respond to Product Expiration Life Events Opt Out 2016 Paragon Digital Marketing. All Rights Reserved. 9
10 2- Identify Desired Outcomes Event Contract Renewal Abandoned Cart Newsletter Signup Opt Out Product Expiration Ideal Outcome Renewed Recover Sale Turn into Customer Recover Subscriber Reorder 2016 Paragon Digital Marketing. All Rights Reserved. 10
11 3- Now Identify the Techniques 2016 Paragon Digital Marketing. All Rights Reserved. 11
12 4- Plan & Execute Event Abandoned Cart Action Exit Triggered Pop-up Triggered Retargeting Outcome Order Saved for Later Order Placed 2016 Paragon Digital Marketing. All Rights Reserved. 12
13 Common Event/Trigger Scenarios Timed Events Unpredicted Events Other Triggers Holiday Store Visit Leaving Site Birthday Order Competed Abandoned Cart Contract Renewal Newsletter Signup Respond to Product Expiration Life Events Opt Out Seasonal Needs Weather & News Events Engaged on Site Most of us are using some of these. Partially covered, but some missed. Most often missed Paragon Digital Marketing. All Rights Reserved. 13
14 Why Should You Care- Edition Be Relevant, or Be SPAM 2016 Paragon Digital Marketing. All Rights Reserved. 14
15 Trigger Responses- Top Tools 15
16 Things to Consider Supports Events Birthday Contract Anniversary Series (Nurture) Multiple Newsletter Topics (increase Opt In) Dynamic Content (age, gender, past purchase behavior, etc.) Mobile Friendly Site Triggers Pages visited Interacted with other s 2016 Paragon Digital Marketing. All Rights Reserved. 16
17 Top Providers Active Campaign Constant Contact Mail Chimp Vertical Response Bronto Sales Force/Exact Target/Pardot Marketo 2016 Paragon Digital Marketing. All Rights Reserved. 17
18 Chat Things to Consider Integrations Analytics Your Web Platform Custom Coding Mobile & Tablet Modal or Pop Up? Customization, API Transfer to Phone Age of customer? (Declining importance) 2016 Paragon Digital Marketing. All Rights Reserved. 18
19 Chat Top Providers Live Chat Pure Chat Bold Chat LiveHelpNow GoMoxie 2016 Paragon Digital Marketing. All Rights Reserved. 19
20 Pop Ups Things to Consider Modal or Pop Up? Integration with web platform Triggers Timing Scroll Length Pages Exit Customization Forms Suppression options Segmentation 2016 Paragon Digital Marketing. All Rights Reserved. 20
21 Pop Ups Sources Wordpress Drupal Joomla Sumome Popup Monkey Wisepops Screenpopper 2016 Paragon Digital Marketing. All Rights Reserved. 21
22 Retargeting Things to Consider Product/service based ads Segmentation Dynamic content AdWords, Perfect Audience, AdRoll, Criteo 2016 Paragon Digital Marketing. All Rights Reserved. 22
23 SMS Things to Consider Active Campaign and other platforms have it built in. Younger customer prefer SMS over FedEx, UPS, USPS- offer to send shipping notifications Paragon Digital Marketing. All Rights Reserved. 23
24 Scary Factoid SMS vs. *Dynmark- Mobile Intelligence Review: Edition Paragon Digital Marketing. All Rights Reserved. 24
25 Direct Mail Things to Consider Most commonly used for timed events. Smaller volume abandoned cart. Post purchase follow-up Paragon Digital Marketing. All Rights Reserved. 25
26 Mobile Beacons Uses Bluetooth and customers phone to push message when in range. Still have a number of requirements: Target phone on App installed Opt-in to push notifications Other app entry points: Keyring Foursquare/Swarm Yelp Google is certainly exploring it Paragon Digital Marketing. All Rights Reserved. 26
27 Mobile Beacons 2016 Paragon Digital Marketing. All Rights Reserved. 27
28 Common Scenarios and Strategies 28
29 Abandoned Cart Before abandonment offer save cart for later, collect an . Time to pull out multiple tactics Chat or pop-up window Cart Contents Similar items Current promotions Retargeting Check these guys out: Rejoiner Barilliance Zaius 2016 Paragon Digital Marketing. All Rights Reserved. 29
30 Test wide array of popups Placements Timing Fields (try just , ask for rest later) Persistence Enter phone # on mobile Paragon Digital Marketing. All Rights Reserved. 30
31 Newsletter Sign Up Newsletter Sign-up should not be considered a Goal Completion Subscribers are most engaged during first 48 hours. When do you send your fist ? (Hint, right away) Do you ask them to interact right away? (Hint, ask to opt-in to different interests) Do they just get the next scheduled newsletter like all other subscribers? (Arrgghh) 2016 Paragon Digital Marketing. All Rights Reserved. 31
32 Order Complete Is it really done? follow up with order details. Suggest related products to add to order while still time. Did they miss a free shipping threshold? Ask to update registration with cell phone for SMS updates as order is processed and ships Paragon Digital Marketing. All Rights Reserved. 32
33 Opt Out What does your opt out look like? 2016 Paragon Digital Marketing. All Rights Reserved. 33
34 Opt Out as an Event Consider why subscriber is removing themselves and offer alternatives: Too many s? Change frequency. Personalize based on browsing behavior Renders poorly on device? Offer Desktop/Mobile/SMS Content not relevant? Offer customized versions, more segments 2016 Paragon Digital Marketing. All Rights Reserved. 34
35 Life Events Facebook Life Event Targeting 2016 Paragon Digital Marketing. All Rights Reserved. 35
36 Unpredictable Events Google Script to change bids based on weather Ad text with sales countdowns Paragon Digital Marketing. All Rights Reserved. 36
37 Store Visit Beacon In-app Coupon In-store search (Hyper-Local AdWords) 2016 Paragon Digital Marketing. All Rights Reserved. 37
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