Mobile “I want to buy” moments
By Eric Driegen
Mobile searches have changed the way that consumers buy products. Instead of having to do all the research at home and going out to buy the product, we are all able to pull out our phones and do a quick comparison on 2 products that are in store.
I’m a big fan of Bourbon and Canada has seen a massive influx in the amount of brands of Bourbons coming into the country. When I go to the local LCBO I see a wall of different bottles to choose. But what one is the best for the price that I want to spend? I pull out my phone and search for 2 or 3 different brands and see some reviews and might even watch a video right in the store. After getting the information I need, I pick the bottle that had the best reviews or at least the most information online and head to the check out. That brand has just sold an additional bottle because of their ability to give me the information that I needed, when I needed it.
This same situation happens to millions of people every day with any level of products from sunscreen to tents or bicycles or kitty litter, if someone is buying it, someone is looking for information on the product. In fact, in one survey done by Google, 1 of 2 millennials used their mobile device to search for reviews while in store.
These “I want to buy” moments are not just for the small in store purchases, but are just as prominent in larger purchases like cars and homes. While the sales cycle is a lot longer, the process is the same. Think of this, a new family is expecting their second child. They know that they would like to upgrade their small compact car to Minivan or SUV. The wife has a dentist appointment and while she is in the waiting room, she pulls out her phone and starts looking at comparison on SUVs to Minivans and what the benefits of both are. After reading a few articles, she decides that a minivan is what she is looking for. Fast forward 2 more months, the husband is at work on his lunch break looking at reviews on 2 mini vans. After learning all the information he decides that the Caravan seems to be the best choice for the price. It just so happens that while he was looking at this information, a local dealer is ahead of the curve and has setup some display ads for the Caravan and is having a sale. This is enough to get the family into the dealership that weekend to kick some tires.
I think that I have proved that these moments are worth capturing, so how do you market to these “I want to buy” moments? Here are some tips from a Google article about “I want to buy Moments”:
1. Identify your consumers’ I-want-to-buy moments. Talk to them—in stores, through surveys, in focus groups and forums—to figure out when and how they’re researching and making purchase decisions.
2. Be there in these moments of need. Create a comprehensive strategy that works holistically across channels such as search, video, social, and display. Keep in mind that consumers may be at home, in store, or somewhere in between.
3. Deliver relevant messaging. Simply being there in these moments isn’t enough. Look at how people are searching—the questions they ask, the terms they use—and create ads and content that provide helpful answers.
4. Make it easy for them to make a purchase. The step from research to purchase should be a simple and seamless one. Give the consumer multiple ways to buy—whether that means driving them to your e-commerce site from a YouTube video or from a local inventory ad to a nearby store.
5. Measure every moment that matters. It’s no longer enough to simply measure the online conversion. With mobile, the path to purchase is now fragmented. As a result, advertisers need to measure results online, across devices, in apps, and even in stores.