Definitions and Glossary
Event Based Marketing

Event based marketing (also called trigger marketing and event initiated marketing) is a form of marketing that identifies key events in the customer and business lifecycle. When an event occurs a customer specific marketing activity is undertaken.

It is an extremely targeted form of marketing and has good action rates because it is initiated when a customer is more likely to be active in a decision process.

The number of triggers or events that an organisation uses might range form just a few to several hundred.

For example, in bank customer retention when a customer calls to ask for the balance owning on a home loan or home mortgage, it is likely that they are considering a new supplier. An event based marketing tactic might be to transfer the call to a specialist save group in the call center combined with the dispatch of an educational direct mail piece.