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"Event Driven Marketing (EDM): a discipline within marketing where commercial and communication activities are based on relevant and noticeable changes in the individual needs of a client."
© Egbert Jan van Bel
Event Driven Marketing (EDM) aims at optimising client potential. A marketer has to organise EDM in a way that the content and timing of the offer aims at changes in the personal situation and needs (events) of individual clients. That seems logical, but in practice, EDM is not that simple. Processes must be well defined and properly managed. And it cannot be done without IT support.
For many years 2organize has been ensuring the implementation and execution of complex EDM programmes. In October 2004 2organize held the EDM Masterclass at Nyenrode University together with Egbert Jan van Bel.
A few quotes from Egbert Jan van Bel:
- With EDM direct marketing goes into the next phase: business relations and prospects achieve things when it is convenient for them and not when it is convenient for the marketer.
- Due to growing interactive contact and improvement of database marketing techniques, the possibilities of communicating on an individual basis are increasing. Instead of large-scale mailings, direct mailing and e-mail marketing can now be done in a personalised and individual manner. This way response and conversion percentages can be much higher than that of traditional direct mail as well as being less costly since mailings can be done in smaller numbers.
- By following individual clients actively we are able to anticipate. EDM is the ultimate form of differentiated marketing.
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The book Event Driven Marketing (Kluwer, 2004) was written by Egbert Jan van Bel in collaboration with people such as Dick Vanderzaken and Ronald Morcus of 2organize. The book won the Marketing Literature prize 2004. For more information about the book Event Driven Marketing, click here for the table of contents, introduction and preface.
www.eventdrivenmarketing.nl |
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