Content
- What is a trigger in marketing?
- Types of triggers
- Personalized triggers
- Social proof as a trigger
- Triggers in digital marketing
- Psychology of triggers
- Conclusion
What is a trigger in marketing?
A trigger is a marketing technique that prompts consumers to make decisions based on emotions. These psychological mechanisms affect a person's psyche, eliciting feelings such as fear, anxiety, or panic. For instance, the phrase “only 5 spots left” can provoke a customer to feel that they might miss out if they don’t make a decision quickly.
Types of triggers
There are several popular types of triggers that can be effectively used in marketing:
- Time limitation: For example, “30 minutes left until the end of the promotion” or “the promo code is valid for only 5 days.”
- Scarcity: Phrases like “only one item left” or “store closing soon” can encourage action.
- Stereotypes: Using phrases like “Swiss quality” or “for real women” can also play a significant role.
Personalized triggers
More complex and personalized triggers are developed for a specific target audience. To create them, marketers research the fears and needs of potential customers. For example, for a cosmetic center, a trigger could be the phrase: “Already noticing signs of aging? With us, you will look 18.” This is a powerful message for those who genuinely care about their appearance.
Social proof as a trigger
Social proof is another effective trigger. Positive reviews and high ratings from other customers create trust in the product, making potential buyers believe in its quality.
Triggers in digital marketing
In the digital space, triggers are used not only by marketers but also by programmers. For instance, a trigger on a website or in an app is a function that activates automatically under certain conditions, such as user inactivity for 30 seconds or scrolling to the middle of the page. Additionally, trigger emails sent automatically to users who registered on the site or left an abandoned cart are a common example.
Psychology of triggers
An interesting experiment described by Robert Cialdini in the book "Influence: The Psychology of Persuasion" demonstrates how triggers affect a person's perception. Social psychologist Ellen Langer conducted a study where she approached people in line and asked if they could cut ahead, providing different reasons. It turned out that even a meaningless reason like “because” made people respond positively to the request. This highlights the importance of phrasing triggers correctly for them to work.
Conclusion
The main purpose of a trigger in marketing is to prompt a targeted action, whether it be a purchase, registration, or visiting a website. Triggers are used in many areas where it is necessary to increase conversion, including advertisements and sales content. However, it is important to avoid an aggressive approach: excessive use of triggers can alienate customers. It is also necessary to build trust in the brand and strengthen its reputation. Ultimately, well-chosen triggers can not only capture attention but also help in fostering sustained interest in your product or service.