Event-Driven Marketing (EDM) is a discipline within marketing, where commercial and communication activities are based upon relevant and identified changes in a customer's individual needs.
EDM expands the relationship with customers by monitoring them (and their personal or commercial situation) on a constant basis and responding immediately to relevant changes in their circumstances. This includes monitoring both their transactional behaviour with you (as is done in direct marketing) as well as their life or business circumstances beyond your immediate transactional relationship.