Intent marketing is about
marketing
Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce.
Marketing is usually conducted by the seller, typically a retailer or ma ...
a product or a service based on consumers' intent to adopt, purchase or consume that particular service which the subscriber may have explicitly or implicitly conveyed.
Marketing to consumers' intent is expected to produce better
ROI because of the absence of the need to create awareness about a product or service in the consumer's mind before promoting it. Consumer's intent for consuming a product or service may either be predicted based on behavioral data or captured explicitly when the subscriber tries to purchase a product and the
transaction has been aborted for some reason.
Intent Data Sources
Most marketers are familiar with Search Marketing (both
Search engine marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine op ...
and
search engine optimization
Search engine optimization (SEO) is the process of improving the quality and quantity of Web traffic, website traffic to a website or a web page from web search engine, search engines. SEO targets unpaid search traffic (usually referred to as ...
) as an intent data source, but there are other important sources, including:
* site data
* off-site web activity
*
point-of-sale
The point of sale (POS) or point of purchase (POP) is the time and place at which a retail transaction is completed. At the point of sale, the merchant calculates the amount owed by the customer, indicates that amount, may prepare an invoice f ...
,
CRM
*
social data
* content consumption data.
In essence, intent data is the
digital footprint
Digital footprint or digital shadow refers to one's unique set of traceable digital activities, actions, contributions, and communications manifested on the Internet or digital devices. Digital footprints can be classified as either passive o ...
s left behind when a user uses a
particular keyword on a
search engine
A search engine is a software system that provides hyperlinks to web pages, and other relevant information on World Wide Web, the Web in response to a user's web query, query. The user enters a query in a web browser or a mobile app, and the sea ...
, visit a website, downloads a whitepaper, engages with your website, interacts on
social platform
Social media are interactive technologies that facilitate the creation, sharing and aggregation of content (such as ideas, interests, and other forms of expression) amongst virtual communities and networks. Common features include:
* Online ...
s and so on. Each of these interactions gives us an individual's current and future intention, giving us a better picture of the individual and the account.
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Individually these signals tell us a lot. When grouped and linked to individual people, we can uncover new ways to engage with those people while extrapolating engagement patterns to better interact with similar audiences.
Telecom operator’s scenario
In
prepaid majority
telecom markets, mobile subscribers try to purchase or subscribe to various services using their mobile handsets as the medium and use their prepaid balance to pay for it. In some cases, the transaction initiated by the mobile subscriber to purchase or subscribe for a service may fail because of the absence of enough prepaid balance required for it. In such cases, mobile operators may capture the failed transaction due to lack of prepaid balance (or any other reason), as subscriber's intent to purchase a product or subscribe for service and market it when the subscriber has enough prepaid balance. In this case, the mobile telecom subscriber's intention is taken explicitly from the failed transactions and used to market the product or service when the timing is right.
See also
*
User intent
User intent, also known as query intent or search intent, is the identification and categorization of what a user online intended or wanted to find when they typed their search terms into an online web search engine for the purpose of search eng ...
*
Digital marketing
Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...
*
Search engine optimization
Search engine optimization (SEO) is the process of improving the quality and quantity of Web traffic, website traffic to a website or a web page from web search engine, search engines. SEO targets unpaid search traffic (usually referred to as ...
*
CRM
References
Marketing techniques