Have you heard of the word trigger? Maybe you bumped into it when you went to a therapy session or perhaps in some Hollywood production. This word is increasingly used in the media space and emphasizes situations where a specialist uses certain influence mechanisms to "catch" the consumer or potential client in their sales funnel.

The Nature of Triggers

Usually, triggers are used for diverse purposes, such as:

• Remarketing email campaigns;
• Lead generation campaigns;
• Promotional SMM campaigns;
• Video production campaigns.

If we were to simplify, triggers are counter-actions that respond to certain processes undertaken by a client. For example, the simplest model is the click link used in email marketing or remarketing campaigns. By inserting a specific link in a commercial message, you convince the client to click and direct traffic to a specific platform that you manage. In this dimension, it is important to focus on the keyword that a reader reacts to. This is even more relevant, for example, in commercial messages placed in advertorials. When writing such a text, the digital marketing specialist creates a digital canvas consisting of:

• Keyword

• Value element – important to the customer

• The usefulness of the message and the connection with the trigger

Let's imagine that you have a chocolate business and you want to convince ladies who are losing weight to buy your product. To begin with, you need to overcome the reluctance of the target audience by using a rethought message: transitioning from "delicious chocolate" to "healthy". Accordingly, in the commercial message, basic triggers can be: "losing kilos," "healthy slimming," or "healthy delicacies."

Types of Triggers

According to a classification provided by IBM researchers, there is a basic, fundamental classification of triggers as follows:

• Preceding Triggers – Used to collect data and create an overview of existing procedures

• Processing Triggers – The Insert, Update, and Delete mechanisms are used

• Post-processing Triggers – Used to determine the results of a campaign.

Why and How Should Triggers Be Used in Commercial Communication?

Similar to other widely used influence mechanisms, triggers are used while considering:

• Their psycho-emotional impact on users, so any kind of pejorative words or aggressive clichés are excluded (differentiate between aggression and hype—both can have negative connotations, but the difference lies in their perception, similar to bullying)

• The innovation they produce – They are used to create a paradigm appropriate to the brand

• Simplicity and accessibility – The easier a trigger is to access and perceive, the higher the results will be.

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