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Craig Greenfield, COO, Performics Worldwide
Today, consumers move seamlessly and simultaneously across channels and devices in the path-to-purchase. Every brand touchpoint is part of a holistic, omni-channel shopping journey. The lines between physical and virtual shopping have blurred, with mobile as the key integrator. No matter where, each and every moment could be “shoppable.” Throughout this journey, consumers have come to expect highly personalized experiences, aligned with their wants and needs, in specific moments. Yet, many advertisers still treat every customer and moment the same. Intent is the largest marketing variable. It shapes how people discover content, dictates paths-to-purchase and mediates meaningful interactions with brands, regardless of media type. In today’s landscape, successful advertisers are identifying intent at each consumer decision point, matching that intent and turning it into conversions.
- Move from mass marketing to moment marketing, and pull strategy to predictive strategy
- Build a process to understanding consumer intent, extracting meaning from data: consumer journeys, search keywords, device, geo, demographics, CRM etc.
- Create an intent hypothesis, a vision of experiences that you think will best engage each of your audiences by moment
- Leverage in-market data (clicks, leads, conversions)–powered by advanced analytics–to continually validate and refine your intent hypothesis