Five Steps for Event-Triggered Multichannel Marketing

Archived Published: 09 October 2015 ID: G00277305


Not a Gartner Client?

Want more research like this?
Learn the benefits of becoming a Gartner client.

contact us online


Event-triggered marketing, the process of identifying, prioritizing, categorizing, monitoring, optimizing and executing, is the most effective exercise multichannel marketers can do to reach audiences at the right moment.

Table of Contents

  • Introduction
  • Analysis
    • Step No. 1: Identify and Prioritize Events
    • Step No. 2: Categorize Identified Events Into Fixed and Variable Triggers
      • Fixed Event Triggers
      • Variable Event Triggers
      • Leading and Lagging Event Triggers
    • Step No. 3: Monitor Events
    • Step No. 4: Optimize Event-Triggered Marketing
    • Step No. 5: Execute Events
  • Gartner Recommended Reading
© 2015 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

Free Research

Discover what 12,000 CIOs and Senior IT leaders already know.

Free Access

Why Gartner

Gartner delivers the technology-related insight you need to make the right decisions, every day.

Find out more

Call +1 855-515-4486 or contact us

to become a Gartner client.