10.
Triggers along the Journey
Meeting your brand’s audience at opportune moments along their individual journeys depends on understanding how triggers work. You’ll be using triggers to nudge consumers forward—employing both the natural triggers that occur within the context of their days and the targeted triggers that you as a marketer will create to motivate consumers in a contextual way.
In this chapter we’ll look at how to engage triggers to meet buyers early and often along the journey, to keep consumers moving forward through each stage, to transition them to become better customers, and to leverage the power of your advocates, who keep the cycle of context flowing.
Let’s begin with how to use triggers to jump into the customer journey ...
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