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THE SECRET TO INTENT-BASED MARKETINGDriving Conversions with 1:1 PersonalizationevergagePersonalized Experiences Driven by Customer Intent Intent-based marketing is rapidly gaining in popularity among digital marketers for one reason: it works. But are you putting it to work on your own digital properties? Google employs intent-based marketing with every single search conducted – more than 2 million times per minute, in fact. After all, what y...Read More
THE SECRET TO
Driving Conversions with 1:1
Personalized Experiences Driven by Customer Intent
Intent-based marketing is rapidly gaining in popularity among digital marketers for one
reason: it works. But are you putting it to work on your own digital properties?
Google employs intent-based marketing with every single search conducted – more than 2 million times per minute, in fact. After all, what you search speaks volumes about your wants, needs and intentions. That’s great for Google, who generates billions of dollars in ad revenues, but what about you?
To date, intent-based marketing for the rest of us has been about ad targeting based on anonymous user behavior. Visitors reveal their interests through the sites they frequent
and the pages they view (providing “intent signals”), and then marketers target them with ads around the web. This is proving to be an effective and increasingly popular digital
marketing tactic, but it requires you to rely on third-party data, tracking methods and advertising options.
What if you could use the insights gained from observing the behavior of your own visitors and users, on your own site or in your own app? What if you could understand their interests and accurately interpret their intent, and then deliver highly relevant, individualized experiences that drive deeper engagement with your content and more conversions for your business? Personalized one-to-one experiences, driven by consumer intent, can give you an unfair advantage, something we all need when competing for the scarcest resource on the planet – human attention.
Read on to learn more about the role of intent in digital marketing, the analytics and tracking capabilities needed to support it, and how deep behavior data is necessary to support an effective intent-driven personalization strategy for your organization.
Observing Behavior to Understand Intent Intent
Behavior-based marketing uses information collected from an individual’s browsing behavior to determine the appropriate products or content to display. Solely relying on past behavior to target your marketing, however, is not entirely sufficient. For example, a sporting goods store that sells bikes could logically make recommendations to a shopper based on the bike he was looking at yesterday. If the shopper returns the next day, it could indicate sustained interest, but what if he starts looking at mountain bikes whereas the day before he was researching road bikes?
To boost sales, marketers have to try to decipher why visitors are on their sites and what they’re doing in-the-moment, while also leveraging details about what they’ve done in the
past. Maybe a consumer is ready to buy, or maybe he’s just doing research. Previous behavior alone does not always reveal a visitor’s true interests.
So before presenting a potentially irrelevant – or disconcerting – recommendation or personalized message, you need to understand the context in which he is operating.
Achieving this level of understanding requires proper interpretation of two types of analytics data: explicit and implicit.
Using explicit and implicit visitor data to understand context and intent
Explicit data is gathered from trackable information like campaign or referring source, browser type or geographic location, or when the user performs an action, such as filling out a form, conducting a search, adding an item to his shopping cart or making a purchase.
Implicit data is gathered about users from their online behavior – such as browsing history, viewing patterns, actions taken or time spent.
Intent-based marketing is founded on the premise of delivering content to a consumer at the point in which he is looking for specific information or products. It’s about recommending products or content that correctly aligns with what the consumer is actually interested in at any given time and place. And with an average of 50% of most sites’ traffic coming from social channels and search, and bounce rates often exceeding 60%, the opportunity is even more present to instantly and better understand the intent and mindset of a visitor when he arrives on your site and begins exploring.