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Editor’s Note

Dear Reader,

What do a birthday, registration, and the expiry of a
voucher have in common? At first glance, not much—only
their event character unites them. However, this is exactly
what makes them interesting for marketing.
Events like the ones mentioned can be defined as triggers
for sending marketing messages to ensure the temporal
relevance of a communication. Because only if the content
fits the current situation and the needs of a target person,
it will be perceived as interesting. The practice of defining
such events as triggers for the control of marketing
messages is known as event-triggered marketing, which
we cover this month in Asian eMarketing.
Marketers can make use of a number of techniques to
drive people to take action—flashy design, celebrity
endorsements, etc.—but nothing is more effective than
psychological triggers. Even if the product or service you
are selling isn’t an “impulse” buy, there are dozens of
customer touch points along the buyer’s journey that are
directly influenced by these quick, emotional judgments.
Whether you want to get someone to submit an email
address, answer a sales call, or start a trial—all can be Subscription
influenced by skillful use of psychological triggers.
If voice assistants and chatbots really want to make an (complimentary)
impact in customer experience, findings from behavioral
psychology help by taking into consideration that people
rarely act rationally, rather decide based on intuitive,
unconscious behavior patterns—and this certainly applies
to our purchase decisions too.

Enjoy reading more on this in Asian eMarketing today.

Best regards,

Daniela La Marca,
Editor-in-Chief, Asian eMarketing Connect

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