EDM without music
Hello, so as you may have noticed this blog is run by more then one person.In fact we consist of a group of four. i am the third person who will be blogging about trends in marketing. My name is Jonas and todays trend is EDM or event driven marketing.
Event-driven marketing is a kind of marketing we once all had experiences with. Ever had a letter or mail from a company offering you a birthday present discount a few weeks before your birthday? Well that’s a very common example of event-driven marketing. Let me explain, in the context of event-driven marketing an ‘event’ is a detectable change in a person’s life either in fact or in their mind. Some of these events are a reason for companies to communicate with the costumer, with a relevant offer. But that’s not all, by keeping track of these events the companies also increase their knowledge about a costumer which makes it even more easy for a marketer to make relevant offers. The most productive marketing message is one that is relevant to the costumers needs and based on what’s going on in their life at the moment, at least that’s the theory behind event-driven marketing. To see if this is true the results from implementing Event-driven marketing are compared to normal targeted direct marketing and the difference is significant. The average positive costumer response rate for Event driven marketing is 34% compared to 4% response rate for direct marketing. I hope this was interesting, until next blog post.
