Buying habits of consumers are affected by a wide variety of factors, the obvious being price, availability, and quality. However, there are secret factors that go into making a purchase that you may not have even considered. Today, I give you a quick introduction into micro-moments & time pressures and how they affect consumer purchasing decisions.
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Hey guys, Shama here with a quick 90-second marketing tip for you. This comes from Dan Ariely’s work with Google all about micro-moments.
When people think about their customers, they often don’t think about the context in which they’re shopping. Sure we think of psychographics and demographics, but do you really think about the specific thing called “time pressure”. When your customers makes a decision to buy is it because they have a lot of time and they’re deciding, or is it because they’re on a very specific time crunch to make that decision. And here’s why it matters and how it can really change your approach.
When someone has more time to decide on a product, they’re more likely to weigh all the pros and cons – all the positive and negative of the product. However, when someone makes decisions under a time crunch or time pressure, they’re more likely to focus on the negatives, that one big negative thing that keeps them from making that decision or going with your product or service.
That being said, very simply put: always make sure you have a very clear, simple, and easy to understand differentiator and brand messaging that’s constantly visible to your given audience.
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