What is event-based marketing and why do you need it? How does it increase engagement and conversions? Why is it a must-have for a modern company? Find out now.

Event-based marketing (aka trigger marketing and event-initiated marketing) is a form of automated marketing that identifies key events in the customer/user lifecycle and builds communications around them. When a certain event occurs (user performs a certain action), a specific marketing activity is undertaken.

It is a highly targeted form of marketing that typically shows great results, as it ensures your campaigns are always aligned with a customer's actions and their lifecycle, which makes them relevant and engaging.

Events are intended to record various actions a user performs in the application / on the website.

The number of events (or triggers) a company can use in their marketing strategy can range form just a few to several hundred - it depends on what kind of experience your customers go through while using the product/service.

For example, once a user of an online store visits a certain product page 2-3 times, it's clear they are interested, so sending them related special offers/reminders will do the job - they will most likely make a purchase.

Or if they add a product to their cart, but don't check out, it's a great idea to remind them about the product by delivering a message the next day.

For more examples of how companies can set up event-based marketing, check out our next post.

According to the Aberdeen Group, best-in-class marketers are 67% more likely to do automated behavior-based marketing, and 87% of top-performing firms are using this kind of automation as well. Automation is the key to the highest efficiency of lifecycle marketing. You can set up your campaigns once and let them run on autopilot, reduce manual work and leave no user ignored.

“If you’re spending time delegating processes that can be automated, you’re wasting people’s time. When you waste time, you waste cash. Efficiency is key to profitability, and marketing automation is just about as efficient as you can get.” - Neil Patel, Co-founder of Neil Patel Digital

Full event-based automation makes it possible to meet the customer at every step of the journey with relevant, timely content. It’s ideal for creating the consistent, convenient customer experience that customers now expect.

Customers want personalized interactions with your brand, and they want it on whatever channel is most convenient at the moment.

Also, it's important to remember that 86% of consumers channel-hop across at least two channels.

Why is event-based marketing a must?

When most of your competitors automate their communications, make them real-time, relevant and effective, it becomes easy to fall behind. Event-based marketing can drive profits much more quickly and efficiently.

Here are some of the things this kind of event-based automation allows you to do more effectively:

  • Email marketing
  • Cross-channel marketing campaigns
  • Lead generation
  • Segmentation
  • Lead nurturing
  • Cross-sell and up-sell
  • Retention
  • Measuring ROI
  • Website personalization

Сross-channel event-based campaigns

When launching cross-channel messaging, automation can become a challenge. Your campaigns need to be coordinated, and message flows via various channels need to create cohesive customer experience. For example, once you've delivered an email and it's been read by your customer, it's important not to repeat the same message via a push notification - that can be annoying and interpreted as spam.

There are marketing solutions that allow building effective multi-channel communication flows, one of them is Customer Journey, which we will talk about later in an upcoming post. It allows building sequences of push notifications and emails delivered to a user once they perform a certain action in the app or on the website.

Cross-channel messaging based on user behavior makes the efficiency of your marketing campaigns skyrocket.

Request a free demo to find out how event-based marketing can help your business grow: