Learn the categories of buying triggers to influence your customers
Only my Libby library app knows how many marketing books I’ve listened to in the past few years. It’d be an understatement to say that I’m fascinated by marketing.
Even though I’m currently working as a researcher & designer, I frequently find myself browsing articles in the marketing domain. I tell myself it’s OK, because there’s a huge overlap between marketing and product design & research, at least in the tech field where I work.
I decided to document my learnings, so if you want to upskill yourself in digital marketing, not-traditional-billboard-kind-of-marketing, follow IDM — Inside Digital Marketing publication because I share what I learn so we can learn together.
Here’s our first lesson with examples.
If you’re selling a service or product online, you can anticipate and tap into these trigger events to enhance your sales, so that’s why it’s important to understand the different triggers.
Life stage changes: A person gets married and decides to buy a home. Or a new baby arrives, and it’s time for a larger car.
Achievements: Graduating from college can lead to purchasing professional attire for job interviews.
Seasonal changes: The onset of winter prompts someone to buy a new coat or heating system.
Economic fluctuations: A booming economy might see increased luxury goods purchases, while downturns might spur interest in cost-saving solutions.
End of life cycle: A laptop slows down after several years, prompting the need for a new one.
New product launches: The release of a new iPhone model triggers loyal Apple users to upgrade.
Relocation: Moving to a new country necessitates buying new furniture or appliances suited for the new country.
Change in job or role: Getting a new job requiring frequent travel can lead to purchasing quality luggage.
Desire for status: Wanting the latest luxury handbag or sports car to flaunt one’s status.
Solving pain points: Having persistent back pain leads someone to buy an ergonomic chair.
Peer recommendations: A friend raves about their new smart home system, making you consider getting one, too.
Social media trends: A product going viral on platforms like TikTok or Instagram can create a sudden surge in demand.
Break or malfunction: Your fridge breaks down suddenly, making you buy a new one.
Safety concerns: News about increasing break-ins in a neighbourhood can lead residents to purchase security systems.
Awareness through content: Reading a detailed article about the benefits of an air purifier can convince someone of its necessity.
Workshops or webinars: Attending a seminar about vegan eating can lead to a spike in more plant-based food purchases.
Sales or discounts: Black Friday deals can prompt consumers to buy products they’ve been eyeing for months.
Loyalty programs: Earning enough loyalty points might encourage the next purchase to redeem those points.
People don’t buy goods and services. They buy relations, stories, and magic. — Seth Godin