Intent is a measure of a consumers currently existing commitment to taking an action (usually making a purchase). It is a qualitative metric but is most commonly measured through proxy indicators. A proxy indicator would be an action that we can reasonably assume is a valid indicator of intent. For example if a customer types a string into a search, we can assume they're looking for something specific and likely have a high intent to make a purchase already. A user clicking on an ad in a social platform, however, may be just window shopping or "tire kicking".
A user with low intent can be moved along the path toward an action with multiple interactions. This could be impressions from an ad, engaging with content, live chat, in person interactions or any other interaction with a brand. Managing these interactions to move consumers from one phase of consideration to the next is usually necessary in order to effectively scale a business. This is referred to as multi-touch marketing and is measured using multi touch attribution models. Overall, increasing your target markets intent to buy your product is extremely valuable to the profitability of your business.
How does Intent-Based Marketing work?
Intent-based marketing works by analyzing customer behavior and preferences in order to create more targeted content and campaigns. It uses data points such as website visits, search queries, and purchase history to identify customers’ needs and intent. This information can then be used to create personalized messages that are tailored specifically for each individual customer.
What are the benefits of using Intent-Based Marketing?
The main benefit of using intent-based marketing is that it allows businesses to provide more personalized experiences for their customers. By understanding what customers want or need, businesses can create more relevant content that resonates with them on a deeper level. Additionally, this type of marketing can help businesses increase their conversion rates by targeting the right people at the right time with the right message.
Fun Fact:
"According to a study by Accenture, Intent-Based Marketing has been found to be up to 50% more effective than traditional marketing methods" (Accenture, 2019).