You already must have heard it an infinite number of times: the consumers’ behavior is always changing, adapting to and evolving with new technologies and opportunities. This is especially true when it comes to smartphones and search behavior. People want immediate answers and easy, fast-charging content. They don’t have to wait to be at home to find what they’re searching for anymore.
This is why 4 new moments emerged, which you can easily link to the Avinash model (for more information, check out our other blogpost, ‘Vanity Metrics versus Micro Conversions’).
I want to know
People tend to look up something they don’t know immediately on their phones, wherever they are (maybe close to your shop!). Be sure that you’re present on every query related to your business and likely to be searched by people on-the-go, with an ad that is as precise and engaging as possible and relevant to the request.
I want to go
The majority of people uses a search engine to look for a local business, especially on their smartphones. You should make sure that you are indeed present on those queries if you own a physical shop, and that you also make use of location extensions whenever possible, so as to increase your visibility and performances.
I want to do
Once upon a time you asked your friends or relatives for advice on how to do a certain task. Nowadays you turn to a search engine, usually the one on your smartphone. The number of people searching for “how to’s” is increasing, and here again you should be present. Are you a haircare brand ? Then why not give mini-tutorials on how to care properly for your hair, do special hairdos, etc.
I want to buy
In-store search is also very popular. Let’s say you’re a FMCG retailer. Chances are a part of your customers systematically checks your prices and verifies online if you’re indeed the most competitive one. This is a key moment to you, as it may result in a loss (or gain!) of sales. Come up with the right message at the right moment. You’re not the cheapest on the market, but your customer service is great? Communicate on that and make sure you make that sale.
Google’s “4 new moments every marketer should know”: https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf
For more information on Avinash’s model:
Avinash’s “See, Think, Do, Care Winning Combo: Content +Marketing +Measurement!”: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/