“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: -
Be there for the customers with the information.
Be helpful to provide relevant information.
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.
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