The Intent Marketing Landscape
Last week MediaPost wrote an article featuring the release of a document kbs+ Ventures put together to frame our thinking around the use of intent in marketing and advertising.
As Darren mentions,
While intent is generally harnessed at the lowest part of a purchase journey, there are plenty of pre-intent signals that pop up prior. We frame the journey as follows:
Exploration -> Interest -> Intent -> Purchase
… and we created the intent landscape to create a structure to our thinking, both for the agency to think about media partners and for the ventures unit to think about innovation and investment opportunities.
Obviously, intent isn’t new, but there is something new going on in the web today. As Taylor points out in MediaPost:
"The idea of utilizing data in advertising isn’t really new,” [Taylor] says, adding, “There has always been data in advertising and content. And the idea that intent-based marketing is new isn’t true either. What is new and different is that we are entering an area where things are being much more easily shared by people, and we have the opportunity to communicate with them based on what they are sharing. The big change is in the total level of personal information that is being shared."
And it’s not just the total level of personal information shared, but there’s also a big change going on in *where* that data is being shared. New consumer platforms create new opportunities for brands and advertisers. If you’re an entrepreneur focused on harvesting and buying intent, we’d love to chat.
Thank you to Dontae Rayford of kbs+ Ventures and Jonathan Kim of The Media Kitchen for contributing to creating the landscape.