Something which has real-time data for a personalized customer experience truly defies Intent Marketing. Today it is necessary (and possible) to precisely target the marketing pressure to capture the best leads, increase the performance of digital actions and offer a personalized customer experience. It is about impacting clients and potential clients, at the right time, with the development of devices based on the exploitation of preferences and signals of intent. What is "Intent Marketing" or Intention Marketing? Among the different types of marketing that companies currently use to attract customers and improve their sales figures are intent marketing or intention marketing. Intent marketing aims to offer customers or potential customers the product or service they want at the right time, based on the analysis of their preferences and purchase intentions, the so-called intention data. Within the philosophy of this marketing strategy, it is also adapting to the message and the communication that the company makes to its public, according to the point of the sales cycle phase in which we find ourselves. Intention data can be leveraged by analyzing the fingerprints left by each customer. For example, when you visit search engines/web pages, your participation in them or in the monitoring of your interactions on social networks is counted. Application of «Intent Marketing» Intention marketing consists of four processes. 1. Analysis: It consists of finding our potential clients and analyzing their behaviors and, in this way, detecting the best time to interact with them. 2. Collection: Know your preferences and purchase intentions and which customers are most likely to make a purchase. 3. Customization: Identify the best communication channels and the most suitable type of offers for each client. 4. Consolidation: Consolidate the relationship with the client in order to increase sales. Advantages of using intent marketing: The use of this marketing strategy by companies allows them to save time and money since it allows them to direct their resources towards the people who are most likely to buy their product. Marketing of Interruption vs Intent Marketing: Lets clarify what Interruption Marketing and Intention Marketing mean in both cases it refers to the publications that we place in our digital Internet assets. Whether its related to organic posts or paid (ads). This marketing aims to offer prospects what they want in a timely manner based on the lead's buying intent and actual momentum. The potential client enters the internet search engine and places what they are looking for with a firm intention to acquire the product or service, so our job as advertisers is to get out in the first search engine locations in order to satisfy the potential client's need. Where the keyword that the lead uses in the internet search engine turns out to be the winning phrase that previously was the result of market analysis and the ideal client. Best way to choose a Marketing Type for your Business: If you have a local business, prepare to have well-implemented intention marketing, this can be organic (not paid) or paid. Mainly the Google search engine is used to implement this strategy, it is recommended to have a business website and to have internal pages with the keywords that we know that the potential customer writes in the search engine to obtain information about the product or service. For example: If the potential client needs a brace service for their child, they will have to locate a dentist with an orthodontic specialty in their locality and the possible searches would be like this: -Orthodontic service in Bogota -Specialist in braces in Lima -Dentist with a specialty in brackets (in this case, google automatically gives preference to the town where it is located) If we want to offer a product or service as a digital course or want to sell tickets for a face-to-face event, your marketing requires notifying people who are potential customers that you are going to offer this product and service and capturing the interest of these people and starting to introduce them to a marketing funnel where the ideal is to take him to a conversation to close the sale and in this strategy we mainly use the social networks of Facebook and Instagram on the Internet. Facebook and Instagram give us the opportunity to choose demographics and interests and, accordingly, to whom we show our creative ads. In conclusion, study your ideal client and what their purchase process is if the lead searches for the product or service if their search is planned or spontaneous.
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