MICRO-MOMENTS: BREAKING DOWN ‘I-WANT-TO-BUY’ MOMENTS
Micro-moments are the small instances each day when someone uses a mobile device to quickly search for a bit of desired information. One type of moment, called an “I-want-to-buy” moment, centers around using internet searches to help with purchasing decisions. These moments present a massive opportunity for companies looking to attract buyers.
‘I-Want-To-Buy’ Moments Defined
An “I-want-to-buy” moment is any instance when you search for information to help with a purchase. This can include both on-the-spot purchases (like which brand of cologne to buy during a shopping trip) and large investments (such as buying a house).
These moments are often spread throughout the day, made either before a shopping excursion, while in the store, or over the course of days, weeks, or months prior to a large purchase. The one thing all these instances have in common, however, is the fact that they usually result in a purchase.
The following scenario breaks down what actually happens in these moments.
Let’s suppose Doug is out on a grocery trip during which he intends to buy something to help with his athlete’s foot. He finds the foot cream section in the store and notices a wide variety of different brands, the prices of which range from around $6 (for a 10oz generic brand) to $60 (for a 4oz name brand).
How does Doug decide? He certainly doesn’t want to spend $60 on a small tube of foot cream, but what if the cheaper brands don’t work at all? He does a quick search for reviews on his phone to help him choose a brand.
Making the Most of the Moment
Doug’s not going to sit there forever sifting through content, so if you’re in the foot cream business, you need to provide content he can find and digest quickly. Creating this kind of content involves planning and online marketing savvy. During the process, consider what your audience needs to know prior to making purchasing decisions. Well-executed content will draw customers during these moments.