Gartner Research

Five Steps for Event-Triggered Multichannel Marketing

Published: 21 April 2017

ID: G00328920

Analyst(s): Adam Sarner

Summary

Event-triggered marketing — the process of identifying, prioritizing, categorizing, monitoring, optimizing and executing triggered messages — is the most effective technique multichannel marketing leaders can use to reach audiences at the right moment.

Table Of Contents
  • Key Challenges

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 at Scale

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