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The I-Want-To-Know Moment

The I-Want-To-Know Moment

Imagine this: you’ve been invited to be the guest of honor at a fabulous party. Absolutely everybody will be there to see you being honored, including your grade school crush and that frenemy who always manages to one-up you, no matter what. Now answer this question: what are you going to wear?

Almost everyone answers this question with some form of online research. Perhaps you’ll look for ‘fantastic suit’ or ‘party dress’ or ‘award ceremony attire’ – the precise words aren’t as important as the concept that you’d like to see a selection of your options in a given category, rather than one specific item. This is your I-Want-To-Know moment, as defined by Google.

After doing some browsing, you find an outfit that absolutely does it for you. Everything’s just perfect – the color, the style, even the price. You know the minute you see it that these are the clothes that are going to make you look absolutely fantastic. This is your I-Want-To-Buy moment.

Lots and lots of business owners target their marketing strategy at the I-Want-To-Buy moment. This isn’t a bad idea; promoting the fact you have what the customer wants to buy at the exact time they want to buy it can drive sales. But it isn’t the only promotion opportunity. Shifting the focus a little earlier in the process to the I-Want-To-Know moment can deliver significant rewards.

Let’s think back to this fabulous party you’re going to. If there were informative articles on how to be a fantastic guest of honor, or a funny video of ten tips on gracefully handling your frenemy’s backhanded compliments, or a slideshow of festive hairstyles, would you check them out? The odds are pretty good that you would, even if you don’t make any actual clothing purchases at this time. Google recently shared insights from Mike Grehan, who found that people who spent time with a brand during the I-Want-To-Know moment came back to that brand for the I-Want-To-Buy portion of the journey.

[Tweet “People who spent time with a brand during the I-Want-To-Know moment came back to that brand.”]

If you’re not wholly satisfied with the results you’ve gotten focusing on the I-Want-To-Buy moment, consider expanding your messaging efforts to include the I-Want-To-Know moment. Serving your customers at that time can lead to increased sales later.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office