In precise marketing terms, Intent Based Marketing can be considered as the off spring of Search Engine Marketing. The new evolved form has now been significantly in practice and it has also got numerous advantages when compared to that of parent.
This type of marketing is solely based on a term namely ‘keyword’. When the intent of the customer is put in words in a search engine (such as Google), one can get to see some relevant ads and a few appropriate listings. However, the problems associated with the keyword usage are many. All the people using the search engine might not enter the same keywords and there can be mistakes regarding the spelling, actual idea etc. It is observed that around fifty percent of the keywords entered aren’t similar where the spelling, slang and also the language varies a lot at times. Such things might not satisfy the customer completely and it in turn creates a huge traffic on the website which is highly undesirable.
Therefore it is highly necessary to regulate all the issues arising and modification have to be done in such a way that the keyword search meets the intent of the customer.
With this, the listings in the search engine and the ads will be a lot relevant when compared to that of the previous case. This strategy gave birth to a new and innovative concept called as the ‘intent based marketing’.
As mentioned above, the ultimate output desired using this sort of marketing technique is nothing but the resolution of all the problems that arise in the search engine marketing. To be more specific, the main idea of intent of a person can be clearly explained with the illustration of a person (a customer) who uses a search engine looking for a camera.
The intent of the customer can be broadly divided into five major categories
Awareness – here the customer is a lot worried about the features of product (example – the shutter speed of a camera, the lens used etc.)
Interests – here the customer strives for content ( example – some basic images and demonstration videos of the camera)
Learning – here the customer is motivated to get detailed about the benefits of the product (example- where can the camera be used etc.)
Shopping – here the customer intends to learn about the pricing and the tax structure upon purchasing a product (example- the price of the camera etc.)
Buying- here the customer would be willing to know about the checkout issues (example- the shipping charges, the delivery location available etc.)
Upon entering the keywords, the search engine must be enhanced in a way that perfectly suits the intent of the customer and must be able to match one of the five listed categories above. This can be helpful as the ads generated and the listings exhibited satisfies the need of the customer and also the traffic of the site can be highly reduced.
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