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Event Driven Marketing. Simply put the Event Driven Marketing (EDM) approach is to analyse each customer’s needs and actions in order to determine when they need something (Customer pull) not when you want to sell them something (Product Push). More formally, Event Driven Marketing (EDM) is the discipline within marketing, where commercial and [communication] activities are based upon these relevant and identified changes in a customer's individual needs (see Wikipedia). In this context, an “Event” is defined as a detectable change in an Individual’s [circumstances], today, which is relevant and [significant], either in fact or in their mind.
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