Unlocking Customer Desires: Intent Marketing Drives Action, Not Just Attention

Social Media Advertising

What it is: This involves running paid ads on social media platforms like Facebook, Instagram, LinkedIn, etc. Social media advertising is often used for broad brand exposure, but it can also be highly targeted.

Why it's effective for intent marketing

 Advanced targeting options allow marketers to go beyond basic demographic data and tap into behavioral and interest-based segments. For instance, you can target users who have expressed an interest in topics related to your products, or who have engaged with specific content indicating a higher likelihood to convert. Some platforms even allow you to upload customer lists for lookalike targeting, which can also capture high-intent individuals like your existing customer base.

Retargeting or Remarketing

What it is: Retargeting involves showing ads to individuals who have previously interacted with your website, app, or other digital platforms but haven’t yet made a purchase or taken a desired action.

Why it's effective for intent marketing

 Users who have already visited your site, viewed specific products, or even added items to a cart are exhibiting some level of purchase intent. Retargeting campaigns aim to capture this latent intent by reminding these individuals of their previous interactions and encouraging them to complete a transaction.

Search Engine Marketing (SEM)

What it is: SEM involves placing ads on search engine result pages (SERPs) to target users who are actively searching for information, products, or services that are relevant to what you offer.

Why it's effective for intent marketing

 The very act of searching for a particular term or phrase indicates a level of intent. For example, someone searching for “best digital cameras” is likely considering a camera purchase. By bidding on keywords related to your product or service, you can position your ads to appear when a relevant query is made, capturing high-intent traffic.