You might notice that you’re hearing a lot of new marketing terms lately: engagement marketing, loyalty marketing, triggered and omnichannel marketing. What do these terms mean? Whether you are doing print or digital marketing, they are important to understand. Let’s take a look at five of the most common marketing terms you’re probably seeing.
Drip marketing: Some purchases happen spontaneously. A buyer is enticed by a coupon, intriguing packaging, or a direct mail offer, and they make a purchase right away. More often, however, they arrive at a purchase decision over time. They get a direct mail piece. They see an email a week later. They see an online ad or receive a follow-up mailing. Drip marketing is the process of feeding buyers bits of information over time until they are ready to buy.
Triggered marketing: Buyers may also receive information based on something they do or information the marketer has in their database. An upcoming lease expiration triggers a trade-in offer on a new vehicle. The one-year anniversary of a pet’s vaccinations triggers a reminder to come in for their next visit. Triggers can also be based on customers’ behavior. If someone downloads a white paper, they receive a follow-up phone call later that day. Those who don’t respond to the email receive a direct mailer two days later.
Loyalty marketing: Once you have gained a customer, you want to keep them. Loyalty marketing is designed to keep a customer engaged with the brand, typically through discounts, incentives, and rewards.
Engagement marketing: This is the process of creating meaningful interactions with the buyer. This differs from loyalty marketing in that the goal isn’t always to make a sale right away. It’s to create an emotional bond. You might use stories about the brand’s mission or encourage users to share their own content through social media—anything that draws people in and makes them want to continue to interact with you.
Omnichannel marketing: This is ensuring that your customer receives a consistent brand message regardless of what channel they use. Whether it is direct mail or email, social media or mobile, displays or banners, the mission, the messaging, and the branding is consistent across them all.
Does one of these ideas excite you? Great! Let us help you apply it to your next marketing campaign.
