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.