Micro-moments are present in the consumer's purchasing journey and should be strategically explored by companies that want to improve inbound marketing . They want to increase their sales potential through actions that provoke the desire to know in depth what they sell!
Consumer behavior has changed due to technological innovation and its provocative transformation in the way people, businesses and needs interact. The modern consumer seeks information whenever they perceive a pain or a desire.
In short, it is these micro-moments, when research takes place, that allow several brands to take advantage of the opportunity to present their differentials and try to convert interest into a sale.
Therefore, the objective of this post is to present the concept mail marketing to doctors of micro-moments, the most common types that can be explored by companies . In addition to the importance of rethinking branding strategies to create a more effective approach to the consumer!
In this post you will see:
What are micro-moments?
What are the 4 types of micro-moments and what does each of them represent?
1 — I want to know
2 — I want to go
3 — I want to do
4 — I want to buy
Time to rethink the relationship between the consumer and the brand
What are micro-moments?
If before the digital transformation there was predictability in the behavior of consumers who went to stores to make their purchases, the same cannot be said after businesses also established themselves in the online universe.
In this way, the popularity of e-commerce and marketplaces, combined with the use of smartphones and access to Apps in parallel with other activities, gave rise to micro-moments, which are nothing more than the timing between the intention to make a decision and the formation of preferences.
These are precious moments that companies need to take advantage of to spark much more than just interest. During the purchasing journey, consumers use the various channels available to search for what they want.
Instant and continuous connectivity encourages this behavior, as the consumer already knows what to search for and where to find it, and when they find it, they compare prices, run simulations and analyze the quality and cost-benefit of a product or service.
So, this is the micro-moment we’re talking about — the consumer’s proximity to your brand can reveal the distance between their intention and the decision they must make to complete a purchase or not.
Consumer behavior during the prospecting phase reveals a lot about their lifestyle and preferences , so searches will point out a direction and it is there, by carefully analyzing each profile, that the company learns how to interact and present solutions.