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Do you know your customers’ micromoments?


Do you know your customers’ micromoments?

As part of my Digital Marketing degree apprenticeship, I was introduced to the concept of ‘micromoments’. These are moments of intent in which a potential customer turns to a device to act on a need they have.

These needs are divided into four categories, which make up the four micromoments. The idea behind them is that customers know what it is they want, and when they want it, and businesses need to deliver on these needs. Customers will, consequently, be drawn to brands that meet those needs.

So, what are the four micromoments?

1. I want to know (IWTK)

This first micromoment considers knowledge. At this stage, a person is exploring and researching, but they’re not necessarily ready to make a purchase.

2. I want to go (IWTG)

During this micromoment, a person is in search of a local business, or they’re contemplating buying a product at a shop nearby.

3. I want to do (IWTD)

In this micromoment, a person wants to do something, but they’re looking for help with either trying something new or completing a task.

4. I want to buy (IWTB)

With this micromoment, which is arguably the most important from a business perspective, a person is ready to make a purchase, but they may require some help or persuasion regarding what to buy, or how they go about buying it.

In order to make the most of these micromoments, business firstly need to identify which moments apply to their prospective customers, and most importantly, identify the IWTB moments, and where customers will be during that stage.

To put these moments into practice, let’s take the example of a local business that sells mountain bikes.

A customer’s IWTK moment could be them thinking about purchasing a mountain bike, and wanting to know more about the benefits of said bikes. To be there for its customers, the business could publish articles on its website about the various features and benefits of mountain bikes.

With the IWTK moment satisfied, the customer may then decide they want to see the bikes in person. To satisfy this IWTG moment, the business could make use of a Google My Business listing, for example, to highlight its location.

Next comes the IWTD moment. In this scenario, the customer may have a bike in mind, but might be wondering if it’s easy to set it up. To fulfil this need, the business could post videos on its website demonstrating how to set up various bikes.

Finally comes the IWTB moment – the customer is ready to purchase their new mountain bike. The business should make sure its online shop is easy to use, and that its product descriptions are persuasive, listing all the different features and benefits to encourage the customer to convert. The business could even offer a discount code for purchases over a said amount, or for first-time customers, to sweeten the deal.

These are just some examples of how a business can fulfil its customers’ micromoments. The bottom line is that businesses need to ensure they are there for their customers during these times of need, delivering relevant content and making it easy for them to make purchases. If you need help with establishing an online presence or online shop for your business, or you’re in need of engaging, relevant content that will satisfy your customers’ micromoments, we’d be happy to help here at Engage Web.

Emily Jones
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