05-07-2006, 10:58 AM
Quote: Today`s generation of Internet-empowered customers is inundated with choice. No longer will a prospect`s interest be piqued simply by an annual sale at the retailer down the street when he can avail himself of the same or similar products offered around the globe at the time of his choosing.
With customers now having so much control and so many choices, retailers need to do more than just offer a competitively priced product to attract -- and keep -- customers. They need to offer an engaging long-term experience that demonstrates understanding of exactly who the customer is and what he needs, and then delivers the offer at just the right time. To initiate and maintain loyal and profitable customer relationships, retailers need to communicate in ways that are meaningful to an individual customer¡¦s needs and are informed by the context of his current situation.
Defining `event`
There are multiple names for this concept: "event-triggered marketing," "dialogue marketing," and "event-driven marketing" are three of the most common. They all address the same issue of hitting the right audience segment at the right time with the right message...
full article: http://www.internetretailer.com/article.asp?id=18415