Traditionally, the main objective of the digital advertising market was to find a potential consumer online. The axiom “the more accurate the audience is, the more effective the campaign will be” has become especially relevant because of difficulties to identify users. However, not only the audience is of considerable importance, but also how to build communication. One of the most effective ways to do it is using triggers.
What is a trigger?
Trigger is a signal to change the settings of an advertising campaign. A trigger is a specific value (or range of values) of any parameter about which the system receives data. For example, you promote children's construction kits. So the best time for showing ads will be from 14:00 to 17:00, the time interval after the children return from school to the start of their homework. At that time children are focused, at the maximum extent, on gadgets and perceptive to an advertising message. In this case, you set the desired time, so the trigger works and the budget is spent with maximum efficiency.
And what is also important is that such user friendly communication is loyally perceived by the audience. This is a simple and reliable mechanic that gives a wide range of possibilities.
Any data can be a trigger: exchange rate, weather forecast, bitcoin price, election results, special offer timer, etc.
Trigger Communication Scenarios
Nowadays there is a big variety of trigger-based communication scenarios: from a simple signal to activate an advertising campaign to complex branched options for interacting with users. The use of triggers helps to effectively spend the budget and demonstrates impressive branding indicators of recognition, engagement and loyalty.
One of the striking examples of a trigger is the user's reaction to an advertising message: the system will select different scenarios of interaction for different users. For example, if one condition, related to how the audience reacts to advertising, is true or false can be a special signal to choose a scenario for communication. Most often, such a scenario is implemented in combination with Dynamic Creative Optimization (DCO). As a result of such a mix, the content of the message (argumentation and creative) adapts to the user's reaction.
With such a strategy, user actions become a trigger that allows you to increase the interest in the brand. The reaction to an advertising message is a trigger to attribute a user to a particular segment with a special creative content. Strategy implementation scheme can have a following:
1 stage: acquaintance with the brand
At this stage, it is important to understand whether it’s worth excluding the user who didn't react to the ad message from the target audience or not. Then, the user is replaced to another group to see the ad creative in different content and format. If after that there is no reaction, they will be excluded from the target audience to optimize the budget.
2 stage: "reactivation", focus on the benefits of the product
With this mechanics of implementing the trigger scenario, the first reaction of the user to the message was used to attribute them to a certain group, depending on the degree of interest in the product. As a result of the following steps, the user can be moved to another group based on their engagement rate. Such a multi-level scenario allows you not to abandon users who ignored the first message in order to eliminate the influence of the first communication inefficiency factor.
The synergy of triggered communication and DCO has a number of advantages:
first, the gradual development of product knowledge by optimizing the advertising message;
second, progressive work with uninterested users to confirm their exclusion from the audience;
third, the timely deactivation of uninterested users, allowing you to optimize the budget.
The value of an external data parameter is another example of a trigger. The advantage of such mechanics is an unlimited range of customization options. You only need to find a suitable provider and integrate data transfer into the platform, most often an API is used for this.
This approach allowed hybrid.ai to create a whole group of climate triggers based on environmental data included in the hybrid environ tool. They include:
Weather – air temperature, type or presence of precipitation, cloud cover, atmospheric pressure;
Air – the degree of air pollution (the presence of harmful impurities);
Pollen – the concentration of pollen (allergens) in the air;
To sum up
Using triggers is a simple and effective way to build well-structured communication with the brand's target audience. The use of various trigger interaction scenarios provides the following benefits:
budget optimization. Using a trigger as a “signal”, which turns on / off the campaign and allows you to show the message only under the most effective conditions, i.e. at the right time of day, in the right weather, to relevant users.
solving branding tasks of the client. Сommunication is user friendly, as the main message is to inform the audience and recommend paying attention to the product. In addition, the use of a trigger allows you to personalize an advertising message and increase its memorability among potential consumers.
possible expansion of the brand audience. Since the main focus of trigger communication is the way of interaction and argumentation, the target audience of these campaigns is wide. This makes it possible to find additional segments of interested users through well-structured communication.