|Consumer Triggers and Good Marketing Sense
By: Dwayne W. Waite Jr.
Hasn't the "disruption" wave of marketing communications passed? We are quite tired of hearing how certain new policies and methods or tools can "disrupt" the consumer or the marketing environment.
Why in the world would the consumer want to buy something that disrupts them? Doesn't make sense.
However, what we do believe in is how consumers respond to certain stimuli.
Triggers, in short.
The source article covers a new book written by Ben Parr, who talks about the ways marketers can capture the attention of consumers.
No disruption. Just good old-fashioned marketing and engagement.
Parr discusses seven types of triggers:
When we look at these triggers, we can see that good marketing includes a mixture of knowing consumer behavior and connecting to the consumer.
- Automaticity: playing to the sense of hearing
- Framing: positioning the product into its own category
- Disruption: no, not that disruption; giving the consumer something they didn't expect
- Reward: offering the consumer a reason to try it
- Reputation: promoting how good and positive your business is
- Mystery: showing consumers that something might change; again, giving a reason for the consumer to engage
- Acknowledgement: showing the consumer how important their role is to the business
Good to know.
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