Communicate to meet your consumers’ intentions

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As a brand, it is important to be seen. That is why you traditionally invest in newspaper ads, TV commercials and bus stop shelters. But if your brand is not available when the consumer intends to buy a new frying pan, for example, the big advertising spaces you choose does not matter.

Consumers today has a different behavior than a few years ago. And their customer journey looks very different. Today, their final purchase is broken down into hundreds of small purchase decisions – they search on Google, they visit web sites, they compare prices, they install apps, the use social media, they turn to user evaluations and they test your customer service.

The most important thing your brand can do is to “be there” at the right moment and to communicate during all stages of the customer journey, not just when someone is ready to buy. Google has defined four intent-filled moments and call them micro-moments. These moments are the best opportunity marketers have to connect with people at the exact moment they are looking for something.

I-want-to-know

The consumer is examining different brands, but is not ready to make a buying decision. At this moment the person wants useful information and inspiration.

I-want-to-go

The consumer considers to shop in the area he or she is in. Provide accurate geographic information, your supply and availability to reach this customer.

I-want-to-do

The consumer wants help with a problem or wants to try something new. Create content that answers what the person is asking and looking for! (This micro-moment can both present itself before and after a purchase.)

I-want-to-buy

The consumer is ready to buy something, but still needs help to decide what, from whom and how. Do not assume that the person will search for your brand, “be there” with relevant information, attractive format and an easy system.

Another important aspect of being there at the right moment is to understand intention as well as situation and to put them into context. Feel free to use statistics to find out what do I-want-know about pans, if I search from mobile? Or how do I-want-to-buy pans, if I decide to shop online? The correct communication strategy should guide the consumer through its journey towards a purchase and adapt after which device the consumer is using.

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