The Drum, in partnership with intent marketing platform iotec, has launched a whitepaper exploring the growth of intent marketing and its benefits for marketers.
The report, Consumer Intent, The Future of Marketing, examines the genesis of intent marketing and how brands can develop an intent marketing strategy.
As opposed to identifying audiences based on purely on profile, intent marketing is the process of identifying and then targeting actual signals of interest in a product or service.
Forrester Consulting has stated that “successful marketers must use messaging that speaks to the consumers as individuals, addressing their immediate personal circumstances and shopping intent”, rather than the traditional approach of demographics-based segmentation.
The report is designed to help marketers fully understand intent marketing and how it can best be applied to their brand.
Intent marketing is becoming an essential strategy for any brand to most effectively engage consumers.
Research from Millward Brown in December 2015 showed that as many as 70% of potential mobile shoppers could be missed if brands failed to identify intent.
The report examines the rise of intent marketing; the impact of big data and intent; the three main categories of data to consider when looking for signals of intent; how to actually carry out intent marketing; and how to decide if intent marketing is right for your brand.
The report contains a wealth of data, tips and real word examples in the form of case studies from InterContinental Hotels Group and Heathrow Airport Parking.