‘I Want to Know’ Moments & ‘I Want to Buy’ Moments

On Hammock’s Idea Blog, we’re discussing the two types of customer moments that marketers should prepare for by developing “content assets.” It’s similar to a concept in Hammock’s eBook Content Along the Customer Journey. Rather than thinking that marketing with content is a series of posts, tweets, likes, consider all the way content assests can be developed to reach customers at those times they want the information you can provide.

Google calls them:

1. I want to buy moments.
2. I want to know moments.

“I want to buy moments” are those situations where consumers have seen a TV ad or are trying to find the closest restaurant or drugstore. These are the moments for which consumers use Google most often.

“I want to know moments” are those situations where customers are doing research or product owners are trying to better understand something they’ve purchased. Because so many marketers don’t have the content that serves these customers’ “I want to know moments,” they’re turning to Google to find the answer.

Read more at Hammock.com’s Idea Blog