Gartner Research

5 Steps Marketers Can Take to Implement Event-Triggered Multichannel Marketing

Published: 22 March 2019

ID: G00386381

Analyst(s): Benjamin Bloom , Adam Sarner


Event-triggered marketing is the process of identifying, prioritizing, categorizing, monitoring, optimizing and executing triggered messages. Multichannel marketing leaders can use this technique to reach audiences at the right moment and maximize marketing impact.

Table Of Contents
  • Key Challenges



  • 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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