RegisterEvent Driven marketing (EDM) has been recently taking the Campaigning world by storm. It has bought in a paradigm shift by reaching out to the Customer with products that are relevant to their needs at that point of time; in contrast to trying to sell them the products which company wants to market. The whole ecosystem is based on the fact that significant events in Customer’s life may lead to measurable change in the customer’s behaviour and buying pattern. EDM leverages on this information to engage with the Customer, with a relevant proposal, at the right time. The key success to any EDM depends on the relevance of proposal at that point of time.
In today’s world, companies cannot bank on User Satisfaction as a sole factor to retain Customers. Marketers are striving hard to bring in rich Customer experience to delight and retain their customers. It is imperative for the companies to conduct the marketing based on the Customer needs rather than the marketing objectives. EDM optimizes the user experience, responds to the user needs and increases Customer Delight index.
Adapting to Frameworx provides EDM a competitive advantage of adhering to suite of best practices and standards which has been widely adopted across industries. Frameworx provides a platform to improve customer experience and retention using proven processes, metrics and maturity models. EDM can leverage on this to scale up the organisation’s Customer engagement.
This article explains how Frameworx can be adopted into EDM. It will delve into the details of different phases in EDM and how these can be mapped to the different levels of Frameworx processes.