Digital Marketing is all about targeting the right audience, with the right product at the right time. Understanding your audience – who they are, where they are, what they do, their likes and dislikes etc. is key. While launching a campaign, it’s best to analyze the right market for your product or service. But, while demographic is one thing, another important point to consider is intent. It’s all about immediacy.
In today’s fast-paced world, there’s no time to go easy. You snooze, you lose! A marketer who delivers the right product to the customer by just analyzing intent, is here to stay. Meeting customer needs in the moment is of prime importance. Consumers today turn to smartphones for quick, immediate solutions to their needs and problems. The key to understanding intent is listening by providing the right content that will make your target audience interact with you.
Targeting by analyzing age, gender, occupation, demography in general is important, but understanding the intent behind purchases is more important. Demographic targeting doesn’t allow you to connect with people who are looking for something specific, whereas intent on the other hand, helps you reach your consumers directly.
Research has it that demographic targeting risks missing 70% of potential mobile shoppers as demographics cannot identify what consumers are looking for in an exact moment or where they are looking to find it I.e. consumer intent. Immediacy leads to customer loyalty. If someone has a want or need, they will inevitably turn to their smartphone for help – a baker looking for the best deal on a microwave, a father looking for offers on school bags for his son, a girl searching for beauty tutorials. When a need arises, there is no better place than the internet for people to look and search for answers. These intent-filled moments are golden opportunities for marketers to reach out to people by offering them what they’re looking for.
As a marketer, what are the key things you should be doing while tapping on customer intent? Find out below.
1) Be available:
When your customer looks for a solution on a search engine or popular website, make sure you are available for them. Provide the answers they are looking for and be there for them when they need you.
2) Be informative:
While making yourself available to your consumer is important, providing relevant information promptly is just as important. When your consumer turns to you, ensure you provide all the necessary information required in order to cater to their query.
3) Be convenient
When a user is urgently looking for something, the only thing that will draw them towards you is convenience. Introduce unique ways your brand can help solve your user's problem instantly. Make life easy for them by providing quick solutions in real-time.
While demographics will always be important in digital marketing, brands and marketers who understand and tap on intent will always have an upper hand over the rest as they turn out to be more useful to customers looking for quick-fix solutions.