Trigger-Based Marketing: Tiki-Taka for Digital Customer Relationship Management

Frank M. Hannich () and Marcel Hüttermann ()
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Frank M. Hannich: ZHAW School of Management and Law
Marcel Hüttermann: ZHAW School of Management and Law

A chapter in CRM Goes Digital, 2025, pp 197-207 from Springer

Abstract: Abstract The following chapter postulates that the Tiki-Taka style of play with high agility and low error interaction is also the right style of play for digital CRM and trigger-based marketing is the means of choice to get close to this style of play. The following questions will be addressed from a business perspective: What is trigger-based marketing and how can companies proceed? A three-step process is presented for this purpose. How do you systematically find the triggers of your own customers? Five main sources of triggers are identified. What is the connection between trigger-based marketing and digitalization, especially marketing automation and personalization? Overall, the chapter shows that the digitization of CRM is an enabler of trigger-based marketing, but that trigger-based marketing also helps to demonstrate clear and timely successes of digitization and automation.

Date: 2025
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DOI: 10.1007/978-3-658-45798-3_15

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