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BizReport : Advertising : November 07, 2014


Expert Advises: Know the intent

As more consumers move to ecommerce and social networks they are sharing more and more about their likes and dislikes. This kind of information can be crucial to brands because it builds on the traditional targeting methods of demographic, behavior and context.

by Kristina Knight

Kristina: Why is intent marketing important for brands?

Kathy Leake, CEO, Qualia: [Intent marketing is] a way for marketers to leverage these intent signals to discover new audiences that could not be reached via traditional methods of targeting. Our technology empowers marketers with the ability to reach consumers when they are still considering a purchase. It decodes intent across screens and digital journeys to determine what each consumer is in market for; it collects and analyzes millions of unique signals to create a composite of what a consumer's actions are telling us; and then discovers the consumer with the strongest intent quality and serves a marketer's campaign across screens and devices.

Kristina: What are brands currently doing 'right' around intent?

Kathy: Most marketers listen to social chatter, paying attention to trends like "Justin Bieber" or "Lady Gaga" to broadly target their audiences. This application of Social Targeting is predicated on the notion that if you & I are friends, we would convert at a higher rate to the same type of advertising.

What these marketers fail to realize is that commercial signals are happening beyond social networks. The latest research from comScore validates what we have known all along: consumers are device and platform-agnostic. The rapid adoption and usage of apps has fueled the growth of mobile phones as a utility, contributing to the 52% increase in digital media time spent by platform. To break it down further - app usage accounts for 7 out of every 8 minutes of media consumption activity on mobile devices.

Kristina: How do you measure the impact of intent-based campaigns?

Kathy: It's been over a hundred years and John Wannamaker's quote "half the money I spend on advertising is wasted; the trouble is I don't know which half" still rings true today. I am committed to driving value for our clients - which means measuring the effectiveness of all our campaigns.

With commercial intent as the input - consumers are already raising their hand - we took a look at what the valuable (and measurable) outputs could be and created a holistic offering with 3 key pillars to measure and prove how we're driving consumers further down the funnel, influencing them and driving them into deeper evaluation for a marketer's product.

• Did we drive a lift in social chatter?
• Did we contribute to a lift in behavioral change?
• Did we further engage the consumer in a conversation (while also gathering first party data)?

Kristina: What advice would you give marketers when looking at intent targeting?

Kathy: Most marketers are creatures of habit, using the same traditional targeting capabilities, going with the same media partners, to reach their generic audience. At an institutional level, they are not incentivized to try new targeting methods. They need to embrace new ways of thinking in order to truly understand today's always-on consumer.

I actually came across a great quote last week "a brand is no longer what we tell the consumer it is. It's what the consumers tell each other it is."

To truly find new audiences, it's important to look at a combination of consumer behaviors, not just one (which is typical ad tech). When a consumer tweets a problem, checks into a location, adds a product to a wish list, subscribes to a price alert - they are demonstrating a plethora of intent signals beyond social. And we can analyze the combination of these activities to determine if someone is most qualified to receive an ad, and then deliver it to them across any/all of their devices.






Image via Shutterstock

Tags: advertising, advertising data, advertising trends, intent marketing, Qualia








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