Intent-Based Marketing - The Digital Advertising of Today

The intent-based approach involves marketing a product or a service based on the prospect's intent to make a purchase decision, demonstrated by their actions and behavior.

Today’s internet users simply don’t have the time nor the patience for irrelevant messaging thrust upon them by advertisers. Not only is this approach generally ineffective, but it increasingly tends to have the exact opposite of its intended impact.

To elevate and evolve, marketers need to get more tightly aligned with our audience’s mindsets, motivations, and aspirations. We need to orient our strategies around the customer’s point of view, rather than our own. We need to understand, and build around, intent.

Brand messaging should be founded on audience insight, relevance, and value. It should add to a user’s experience online, rather than distracting from it.

• Context: What is a user’s mindset while consuming content or engaging with others on a particular platform? You must create and publish the right content for the audience.

• Targeting: To understand and leverage intent, you have to be clear on who you’re trying to reach. Intent varies based on a wide variety of factors, which can be narrowed down based on a person’s location, industry, function, seniority, and so forth.

• Behavioral Insight: We can analyze the intent and motivations of users by tapping into analytics to gain critical insights: Who is interacting with our content? Which offers and messages gain the most traction? How do user actions vary based on channel, referral source, stage in the customer journey?

One of the best things about intent marketing is that it’s relevant for every single business. Whether you’re B2B or B2C, whether you sell high-turnover consumer goods or high-end luxury items, services or products–you can harness intent marketing to power your campaigns to success.

If you have any questions or need marketing services, we can help. Contact Smart Media and schedule a consultation of your online marketing today.

Source - LinkedIn