Drip Marketing – Lethal Concept (Bramastra)

Resources are always limited; organizations that use them judiciously have an edge over others. One of the major outflows of money is the cost attached to customer acquisition & retention. Repeat advertisement and hammering information in general campaigns never helps in reaching the target audience. One very effective technique to overcome this and frequently used by marketers is “Drip Marketing”. 

 Drip marketing is a plan for communicating information about a company through a steady stream of marketing messages, including emails, social media posts, postcards, phone calls, brochures, and printed newsletters. These tools raise brand awareness for consumers and cultivate leads for sales teams. In many cases, drip marketing uses automated services to send out these messages at certain points in time, allowing companies to send responses immediately after a consumer expresses interest in the information. Likewise, they can schedule social media posts ahead of time so their Twitter updates, for example, are published on a regular, but not too frequent, basis.   

This term has been inspired by agriculture “Drip Irrigation” in which a very little amount of water is used to irrigate large areas of land. Some real life examples of “Drip Marketing Strategy” and the advantages of the same are mentioned below.

• Upgrade Drips: Recently I opted for the free option of “Canva” to use pictures for my blog. After a few days there were regular prompts for the “Upgrade to Pro” option. We have felt this on numerous occasions that we get nudged into buying the option after a few reminders. The advantage for a company is that by offering free versions of an app (with limited options) they can remind us on a regular basis and that too without annoying us. 
• Cross Selling and Up-Selling Drips: In earlier times the job of a marketer was to attract a customer and then focus on retaining him for repeat demand. This concept has changed in modern times; it is no longer only about retention but also about cross selling and up selling. Drip Marketing helps in analyzing consumer behavior. Recently I wanted to buy a Tab from Amazon. I almost finalized a Tab but then the system prompted me for a superior model at just a fraction higher price. Finally landed buying the higher version.

• Customer Retention Drips: sometimes regular customers stop buying. Drips help in identifying such customers and help us to prompt them and also keep them engaged. I was a regular on “Udemy” but for the last two months I have been tied up with some other assignments. Udemy has continuously been sending me offers and just yesterday I bought a course for Udemy.
• Reminders: Before Lockdown (miss travelling) I was trying to book a hotel at Mumbai through “Make My Trip (MMT)” but left without completing the bookings. I started getting reminders via SMS and mails from MMT on a continuous basis and that too with some fantastic offers.

The list for using Drip Marketing is endless…

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