You Know How to Leverage your Consumers’ ‘I Want To Know’ Micro-Moment

“I want to know” micro-moments can be related to anything that someone wants to know. It can be to know the temperature of a certain place that one is planning to visit or can be queries regarding which car to buy. Today, with the use of mobile phones daily in tremendous ways consumers are seeking & getting the knowledge they need in the moment. As a result, micro-moments are becoming progressively important for the market strategy for all types of businesses. 

 It has been seen that 69% of smartphone users are more likely to indulge in buying a product from companies who have mobile-friendly apps/ websites, have helped them get answers to their questions or have answered their queries adequately. This approach towards consumers can help in your brand perception.

For marketers and brands, 3 approaches can help win this ‘I want to know’ micro-moment: - 

1. Be there for the customers with the information. 

2. Be helpful to provide relevant information. 

3. Be smooth and quick with the mobile experience.

The crucial thing is, to let the consumers find you in their ‘I want to know’ moments. Use Google for it. See if your search on the smartphone shows your website if you look for something related to your business. Get an idea about the questions which might be asked by the consumers and be ready with your answers for those. For instance, if you are a toothpaste manufacturer, your content should appear on Google searches when someone puts up a query such as - “I want to know what is the best way to brush my teeth clean.”

 

It’s seen that when customers look for any information to know something on their smartphones, 65% of the population prefer the relevant information, irrespective of which brand and company is providing it to them. So, keep the information available, which is easy to search for ‘I want to know’ query, on every stage of the journey of the consumers.

 

87% of the population used smartphones for everything they wanted to KNOW, NEED, BUY or FIND on the spot. Keeping this in mind, make your website mobile friendly and seamless. This will help in the successful marketing of your company, for the ‘I want to know’ search.

 

When your website or product is instantly found through Google services like Google News, Google Shopping or Google Knowledge graph, for the ‘I want to know’ search, then you can get attention from the audiences in the first go, and will help them in purchasing your product next time.

The ‘I Want to Do’ Micro-Moment - Use it in Content

“I want to do” are the moments where a consumer searches for help on how to perform a specific action, or try something new, which they never tried before. If one wants to learn anything new, or wants to do something new, like want to do a course, or sign up for a hobby class, etc., the process is long and time-consuming. There may be the instruction manuals or go through the long conversations with the customer service after waiting to get the information one needs. With the mobile search, it becomes all instant and quick – like The DIY YouTube videos and training videos.  These ‘I want to do’ searches have been growing year after year by almost 70%.

 ‘I want to do’ moment is about searching for answers about something one wants to do. The occurrence of these moments may be before or after the purchase. It is observed that people try to search for things to improve their skills and to try something new. In such a situation, it becomes important that a brand should be ready to provide the content for what the customer is looking at that moment.
 

5 ways people search for the ‘I want to do’ moments’: 

• 72% use for a general search

• 34% visit non-retailer websites

• 31% watch videos online

• 25% look at images or photos

• 20% ask someone else via call or message

In the ‘I want to do’ moment, 76% of the population takes an action before purchasing because of the mobile influence, while 59% of the people are influenced by the search and decide on making a purchase, based on the relevant search results.

Eg: Of ‘I want to do’ moment: M.A.C. is an international cosmetic brand. To drive the sales in the market, M.A.C used the ‘how to do’ video content about beauty and makeup to attract their customers. They collaborated with Google and using the YouTube gadget, viewers were allowed to shop directly from the ‘how to do’ video series. If you are watching a video in Spain, you will be automatically driven to the Spanish purchase site for making a purchase. 

 

 

How to win this ‘I want to do’ micro-moment, if you are a company or a brand? You need to get attention from the consumer by influencing their decision. Providing the information to the consumers which they are searching and need is the first step of winning the ‘I want to do’ micro-moment. If you are already doing it, then you are all set!

You need to identify the ‘I want to do’ moments that a consumer comes across. Make note of the common questions which are asked about a product and be ready with the answers. Make the information relevant to the consumers and that it is easy to find.  Study the data and analytics to understand how the customer will find you for a particular product. Make sure you pop up in their mobile search for a particular product. This way you can increase your product sales.