Information Technology

Gartner Glossary

Event-triggered Marketing

Event-triggered marketing includes identifying, categorizing, monitoring, optimizing and executing events (such as channel reconciliation). It can be applied in a multichannel relationship (such as social, mobile, direct mail, inbound call conversions, lead management and email marketing). It’s an approach to B2B and business-to-consumer marketing that addresses the appropriate timeliness of offers from the customer’s perspective, rather than the company’s perspective.

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