When you bought your last [insert any big ticket item: car, TV, washing machine, etc,] like most consumers, you researched brands, price and of course online reviews. And like a few of us, maybe you debated over certain models or features for days, or even a few weeks. Throughout this time, like a true IoT consumer, you spent time on your home desktop, your work laptop, your Apple iPad and your Samsung Galaxy debating over every option.
Our path to purchase has most certainly evolved into a journey – thanks to the overwhelming volume of product information available online. And thanks to technology, we’re able to remain connected to our journey through the various moments in our day.
And what Google refers to as the “I-Want-to-buy-Moments” include several key characteristics that brands need to understand and pay attention to.
- These moments are mobile: Consumers spending breaks in their day making searches on their mobile devices that influence shopping decisions. Mobile is a front and center player in smart marketing campaigns.
- Before people buy, they watch: Consumers are seeking easily consumed video product demos, customer reviews, and they are looking for this information from the home page of a Google search. Getting in front of customers with a paid search plan is a no-brainer.
Understanding the moments’ their customers experience in the shopping/purchase journey, and prioritizing their customer’s moments, is a key step in any brand’s marketing plan.
The challenge marketers share is tracking their customer across their devices, usernames and footprint that washes away faster than ever before, begging the question of whether advertising or privacy will dominate the social landscape.