Creating a Plan for an EBM Strategy

May 28, 2010
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You need to be able to respond effectively to simple and complex events by your consumers. As you put your plan together on how to respond to EBM (event based marketing) here are some important considerations.

You should be able to store cross channel consumer data and put in place queries so you can go through the detailed transaction information. You should put in place a procedure as to how often you are going to go through the data.

Identify simple & complex behavioural changes. Next, you should determine the significance of the behaviour based on that particular consumers transaction & interaction history.

Now select the best offer after you have put your ‘wish list’ of offers for that particular consumer. Put together a communications calendar – placing limits on the number of marketing contacts for that consumer.

Identify the best channel for the communication based on the consumers preference, and your ability to follow up. Your ability to follow up is based on the cost of the channel and capacity.

Personalize the message for the specific consumer. Do this in real time for all your events. Remember your events are driven by you, your


You need to be able to respond effectively to simple and complex events by your consumers. As you put your plan together on how to respond to EBM (event based marketing) here are some important considerations.

You should be able to store cross channel consumer data and put in place queries so you can go through the detailed transaction information. You should put in place a procedure as to how often you are going to go through the data.

Identify simple & complex behavioural changes. Next, you should determine the significance of the behaviour based on that particular consumers transaction & interaction history.

Now select the best offer after you have put your ‘wish list’ of offers for that particular consumer. Put together a communications calendar – placing limits on the number of marketing contacts for that consumer.

Identify the best channel for the communication based on the consumers preference, and your ability to follow up. Your ability to follow up is based on the cost of the channel and capacity.

Personalize the message for the specific consumer. Do this in real time for all your events. Remember your events are driven by you, your consumers, & they are definitely cross channel.

The posts on EmailYogi this week have been focused on how best to create engagement. You can also listen in to our call on best practices at BrightTALK. We will be talking about how to leverage presence & preference to create the perfect CRM.

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