Intent-based marketing is a strategic marketing approach that focuses on predicting and understanding a consumer’s intent to purchase a product or service before they make the decision. Intent-based marketing takes into account all the ways in which a customer could interact with a brand, from organic search to social media to direct mail, to identify the most likely path to purchase. ‘
Once the path to purchase is understood, marketers can create and execute campaigns specifically designed to reach and influence potential customers at each stage of the buying process. This form of marketing is similar to identity based marketing which targets the identity of the customer.
What is intent-based marketing?
Intent-based marketing is a strategic marketing approach that focuses on understanding a customer’s intent and then delivering the most relevant and timely message possible. It can be used to create targeted ads, content, and even products.
Intent-based marketing is widely known as intent marketing, intent-based advertising, intent-driven marketing, or intent-based targeting.
Meaning of intent-based marketing
Intent-based marketing is a term used in online advertising to describe a type of advertising that is targeted to users based on their stated intentions or interests. It can be used to target ads to users who have already shown an interest in a product or service, or to target ads to users who have recently visited a website or used a search engine to find information about a particular product or service.
This kind of advertising method is gaining a lot of popularity. It’s a marketing plan that relies on user intent. This means that instead of advertising to random people using traditional online marketing techniques, businesses use the information they have on their users to target their ads and show them things that they might need or want.
Intent driven marketing isn’t a completely new concept, but it is gaining popularity because of the amount of data that companies have about their users.
Intent-based marketing examples
Some common intent-based marketing examples include:
- Google AdWords: Google’s advertising platform is based on intent. When a user types in a query, Google displays ads that are relevant to that query because it tracks the users’ search histories in order to target ads; this is a typical example of intent-driven marketing. Google’s ad targeting is considered to be one of the most effective and accurate forms of advertising because it relies on users’ past activities to determine their interests.
- Facebook Advertising: Facebook allows businesses to target ads to users based on their interests and behaviors. For example, a business could target ads to people who have recently visited their website.
- Twitter Advertising: Twitter allows businesses to target ads to users based on their interests and followers. For example, a business could target ads to people who follow a certain Twitter account.
Intent-based marketing tips
- Creating a content strategy that targets buyers early in the research process, with content that is relevant and helpful to them.
- Developing targeted ads and landing pages that are relevant to the product or service being advertised.
- Using retargeting or remarketing to reach consumers who have already shown an interest in the product or service.
- Developing a customer loyalty program that rewards customers for repeat purchases.
- Offering free shipping or a free trial to customers who are close to making a purchase.
How does intent-based targeting work?
Intent-driven marketing basics
The basics are to anticipate customers’ needs for a particular product or service, as well as their own behavior by analyzing online and offline data.
In order to engage in intent-based marketing, businesses need to have a good understanding of their target consumers. They should know what their needs and wants are, as well as what kinds of things they are likely to search for online. Additionally, businesses should have a plan for how they will use the data they collect on their users. They need to be able to track user behavior and connect the dots between different touchpoints along the customer journey. Finally, businesses should consider how they will personalize their communications with customers. This could involve sending them targeted offers or discounts based on their past behavior; this can be done in the form of inbound email marketing campaigns.
The value of intent-driven marketing
There are a few key benefits to using intent-based marketing techniques. First, it allows businesses to be relevant and top-of-mind with their consumers by providing them with content that is specific to their needs or wants at that moment.
Secondly, since businesses are able to track user behavior, they can provide a more seamless customer journey by connecting the dots between different touchpoints along the way.
Finally, this approach also allows businesses to save money by avoiding wasteful ad spending on audiences who are not interested in their products or services.
How can businesses use intent-based marketing?
There are a few different ways businesses can use intent-based marketing. One common way is through retargeting ads. This involves showing ads to people who have already shown an interest in what you’re selling. For example, if someone visits your website but doesn’t buy anything, you can target them with ads for the specific product they are looking at.
Another way to use intent-based marketing is by personalizing your communications with customers. This could involve sending them emails or targeted offers based on their past behavior or purchases. For example, if someone always buys shampoo and conditioner together, you could send them a coupon for a discount on both products next time they’re due for purchase.
Finally, one other way businesses can use intent based targeting is by using predictive analytics. This involves using data to make predictions about what customers will want or need in the future. For example, if you know that a customer is interested in traveling to Italy, you could send them information about flights and hotels before they even start planning their trip. Predictive analytics can be used to anticipate customer needs and wants before they even know they have them!
Benefits of intent based marketing
- Increased customer satisfaction – By predicting what a customer wants and providing it before they even ask, intent-based marketing can create a more satisfying customer experience.
- Increased customer loyalty – When customers are happy with the products and services they receive, they are more likely to become loyal customers.
- Increased sales – Satisfied customers are more likely to buy again, and they may even recommend your products or services to others.
- Improved ROI – Intent-based marketing is a more targeted and efficient way to reach customers, which can lead to a higher ROI.
Challenges of intent-based advertising
The main challenge with intent-based marketing is getting accurate and up-to-date information about users’ intentions. Many websites and search engines track users’ activities in order to target ads, but not all of this data is accurate or up-to-date.
Another challenge is ensuring that the ads are relevant to the interests of the users who see them. If the ads are not relevant, users may be less likely to click on them or to buy the products or services that they advertise.
While there are clear advantages to using intent-based marketing strategies, it’s important for businesses to consider if this approach is right for them. If done correctly, intent-based marketing can be an extremely effective way to reach and engage consumers – however, if executed poorly, it can come across as intrusive or even creepy. Businesses should carefully consider how they will use consumer data before implementing any sort of intent based marketing campaign.Last Updated on November 8, 2023 by Nansel Nanzip Bongdap
Nansel is a serial entrepreneur and financial expert with 7+ years as a business analyst. He has a liking for marketing which he regards as an important part of business success.
He lives in Plateau State, Nigeria with his wife, Joyce, and daughter, Anael.