Psychological triggers vs behavioral triggers
Advertising and competition are part of the digital marketing industry. The internet has allowed marketers and advertiser to promote without borders, but it has also meant to compete on a global scale. Your campaign will not only be compared with local competitors, but it will be put next to international players. Furthermore, products are now more available than ever, You can easily buy a product from China even if you are in the US, sometimes it is even cheaper. Overall, the scenario gives more opportunities to sell your product or services, but harder chances to be found or considered.
This has led to constant innovation on the ways we advertise, promote and share online. Companies and individuals are always on the lookout for innovations to be better than the competition. Two of the most common innovations is the use of Psychological and Behavioural triggers.
Although the concepts are sometimes taken as one, some experts make a clear division between the two. Accordingly, behavioral triggers create a way to identify a person’s recent web activity, in order to target them delivering selected advertising based on their online behavior. In order to analyze a person’s behavior, companies offer services which analyze millions of bytes of information about individuals’ subscriptions, visits, views, baskets, downloads, social media likes, and behavior.
According to some stats, behavioral triggers can double your numbers, 3–5x click-through rates and almost a 48% more revenue per user.
The numbers are great but as with anything, behavioral triggers have its disadvantages. The most important have to do with privacy. Some companies have tried to avoid this issues hiding it behind more general messages, but regardless, it still deals with the very delicate aspect of what should be private and what is not. Another disadvantage is the amount of money required for such campaigns.
On the other hand, we have Psychological triggers; unlike behavioral triggers, focus on psychologic aspects of the human in order to deliver messages, there is no tracking involved, it is rather a more wholesome concept, not only used online but used across platforms. With this strategy, content is created to “Trigger” positive, new or negative feelings.
This kind of content and promotion has been proven to get you more leads, but it is often more time consuming to base all of your campaigns on the very intricate development of content developed according to your audience’s psycho. On the other hand, if you are creative enough, you will get it done with no outside help. The ideas used to create psychological triggers are based on very well established theories, hence, it will not change.
So there you have it, two very different ideas, one based on technical research, and the other one on a creative and theory mix.
Which one do you prefer?