First of all, have you ever heard the expression Do it yourself or simply DIY? The idea of “do it yourself” is on the rise and it is at this time that many companies are successful in providing educational content .
On the other hand, the immediacy provided by access via mobile device gives a company the chance to get ahead by offering simple solutions , with didactic explanations, creating an opportunity for consumer preference and a potential desire to become associated with the brand.
According to research carried out by the consultancy firm Provokers, for Google Brazil, 79% of smartphone users expect and want to find immediate information when searching the internet.
Therefore, we will keep our example to visualize what it would be mail marketing to doctors like for the consumer to put together their own travel package based on information about itineraries and tours, tourist attractions and gastronomy — autonomy over one's own trip, even with some guidance, can become a decision factor.
4 — I want to buy
Firstly, if the consumer has researched a specific destination, looked for itinerary information, simulated a travel period and now wants to know about the costs, the chances of conversion into sales begin to emerge.
The ultimate “I want to buy” moment is demonstrated by the specificity of searches . If searches take place in the months leading up to school holidays, for example, it may be that the consumer has children and is preparing for a period of family rest.
It is a decisive micro-moment for the company, since it sees the positive effect of its initial provocations . Where the consumer's determined behavior presents a well-explored shopping journey.
Time to rethink the relationship between the consumer and the brand
Consumer behavior has changed and with this new strategies have been outlined by companies . With the aim of rethinking the way they interact with consumers.
In this way, micro-moments have emerged as true thermometers for digital marketing and customer service actions . Therefore , your company must be strategically positioned to offer everything the customer needs during the journey.
In other words, efforts to reach a good audience translate into moments when the consumer generates the intention and shows willingness to move towards a decision — essential steps in the race for an advantageous place in the heart of the person who suggests they are the future customer.
By paying attention to micro-moments, your company will be in a good position to provide consumers with quick answers and thus not have time to look to the competition.