These triggers include advertising, search engine marketing, and other paid channels that attract user’s attention and get them to check out a product or service.
These triggers are generated by referrals from people you have a relationship with. Think of tweets you see from friends playing the Kardashian game, things that Facebook connections “Like”, or hearing about products from word of mouth. All are triggers that leverage existing relationships to reach new users, and can be extremely powerful.
These are triggers that you can’t buy directly, but that still generate short-term exposure. Things like press, viral videos, App Store rankings and speaking gigs are all earned opportunities to get wider exposure. Though they can be very effective, these kinds of triggers are also harder to consistently replicate.
Lastly, these are triggers that are a part of your user’s environment by their choice: the app icon on a user’s phone, an email newsletter the user subscribers to, or push notifications the user has opted in to.