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Traditionally, when it comes to targeting, we start the marketing process by narrowing down a pool of potential clients (also known as our audience); the selection of this audience is usually based on accumulated data, some assumptions and some willingness for trial and error.
Following which, we formulate the right message and we use the suitable communication channels to get our message across to this very audience.
Then we sit back and wait to see if they get interested. Sometimes, we cross our fingers too.
What if it could be easier? And yield a better ROI?
Enter INTENT MARKETING. “Intent” being the operative word here. Let’s think about intention for a minute.
in·ten·tion | \ in-ˈten(t)-shən
a determination to act in a certain way
Intention presupposes that there is reflection and planning before undergoing an act.
With Intent Marketing and in the online world, this means that the brand has to be present where its audience is actually leaving digital footprints. These footprints can be:
- Keywords used in search engines
- Visits to a website
- Interactions on social media
With Intent Marketing, the consumer is clearly zooming in to taking action. He or she could simply be searching for a product or service through a search engine, or could have been purchasing something but the transaction got aborted for a reason...
You know that time when you were scrolling through travel websites looking for a hotel for your next trip or checking out sneakers on an online shop and the next thing you know, you are faced with multiple ads promoting hotels in the location you were seeking or with multiple ads showing different sneakers and discounts on them…well, that’s intent marketing.
Sometimes it’s annoying or even invasive, but more often it is quite efficient.
To make sure it is efficient, especially when it comes to search marketing – whether paid or organic – we cannot say it enough: CONTENT is KING. And it usually works best with the more narrow queries and not super broad keywords.
Here’s a good example: We know that new moms need diapers but we don’t know when they need them. But someone googling “diaper delivery” is almost definitely ready to buy. And when they click on that link, the content better be conducive to solving their query.The takeaway here ladies and gentlemen is that the days of launching a marketing campaign and sitting back to wait for the results are long gone. Today, we need to be marketing in the present and keeping track of our audience’s footprints. Schedule your free consultation today to discuss how you can enter and evolve your brand in the digital world.