Consumers today are burdened with more information than ever: with the average person being bombarded with over 5,000 advertising messages a day (New York Times), brands are having more trouble than ever standing out in an increasingly saturated market.
To combat this sensory overload brands must turn to solutions that allow for them to deliver the most relevant messages and incentives at the most relevant points in time to their audiences—a behavioral strategy known as trigger marketing, one that only continues to evolve in an increasingly digitalized era.
Following P&G’s latest announcement into the “First Moment of Truth” back in 2005, an article on the front page of the Wall Street Journal later that year declared that, “Procter & Gamble Co. believes shoppers make up their mind about a product in about the time it takes to read this [sentence],” (Wirespring). Their research contended that marketers looking to convert browsers into buyers had two opportunities: dubbed the “First Moment of Truth” (FMOT) and “Second Moment of Truth”, P&G argued that these moments occurred as early as 3-7 seconds after a shopper first encountered a product in-store.
While this process had traditionally been viewed as a linear funnel with several touchpoints in place, it’s one that’s evolved rapidly in the digital era. With typical mobile users checking their phones more than 150 times per day (Mary Meeker), it’s clear that new advances in technology have begun to alter the fundamental purchasing behavior of consumers everywhere. Here are 3 tips on how marketers can implement behavioral data to help their trigger marketing stand out from the rest of the crowd:
1. Find the Right Trigger
The “First Moment of Truth”, or FMOT, is the point at which the consumer first decides to purchase the product in-store—meaning that it’s also the point at which consumers channel all the information they’ve gathered into emotions that will trigger a decision. A critical point in the purchasing journey, knowing the best practices for influencing FMOT can be crucial to the success of your trigger marketing strategy. What kind of information is most compelling to your audience? What type of rewards do they best respond to: bundles, promotions, buy one get one off? A good trigger marketing strategy will need to address all of these questions in order to better anticipate their audience’s’ needs.
2. Deliver at the Right Time
While your strategy may effectively identify your target audience’s interests, it’s essential that each phase in your trigger marketing plan is also delivered at the most opportune moments, or else you risk losing your audience’s attention right along with all your momentum. Consumers today are more hard-wired towards seeking instant gratification (Boston Globe), so they’re going to want rewards that are not only meaningful but instantaneous, too—offers they can redeem easily from the comfort of their mobile phones.
3. Deliver to the Right Channel
It’s essential to know not only what your audience is interested in and the moments of influence that occur in the buyer’s journey, but also the ways in which consumers are interacting with your brand, too. Is your audience using social media, and if so which platforms perform best? Perhaps your audience tends to be comprised of more mobile users than desktop users—either way, being able to direct your message to the most optimal channel is a vital component in any brand’s trigger marketing strategy.
Trigger marketing replies on a deep behavioral understanding of your target audience—an understanding Ifeelgoods has prided ourselves in cultivating. We knew our clients’ audience wanted to immediately experience their rewards, and therefore worked with them to help improve both their online and offline trigger marketing strategies. For our campaign with McDonald’s, we rewarded in-store purchases for items like burgers by giving consumers codes that were redeemable for instant digitally streamed movies. And for our campaign for Conde Nast, we set out to improve their online trigger marketing by offering users a digital gift code with a year long online subscription rather than the traditional free messenger bag—and saw up to a 50% increase in conversion.
By guiding marketers on the best incentives to offer their audiences and through which channels, Ifeelgoods can then help implement the right strategy for their brand time after time—a strategy which continues to evolve everyday.