When an organization attempts to offer the right products and services to customers at the right time through the offer of individual promotions tied to specific events, like birthdays and anniversaries, this is referred to as

Event-based marketing

Explanation:

Event-based marketing refers to marketing that focuses on an event in a customer's life. This can be things like an end of contract or personal events such as birthdays.

Event-based marketing focuses on a customers in a more personal way which can build a close connection with a customers. It can also allow a personal interaction between the customers and the company which allows the company to actual respond to the customers' needs at that particular moment.