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What the Heck is Intent Marketing?

Are you confused about all the jargon being thrown around about types of digital marketing? Believe it or not, you’re not alone. Which is why I thought I’d demystify some common terminology for you and share some resources.

To start, let’s identify some language you need to know about tactic rich marketing. It’s only one piece of digital marketing.

Digital Marketing is the marketing of products or services using digital technologies, mainly on the Internet. But this also includes mobile phones, display advertising, and any other digital medium. Digital marketing channels are systems based on the internet that can create, accelerate, and transmit product value from producer to the terminal consumer by digital networks. (Wikipedia)

Intent Marketing is any kind of marketing that aims to meet an end user or prospect’s intent. Meaning that, what they really want or need in that moment. Intent marketing is especially powerful in search marketing, whether paid or organic. Why? Because content is so often targeted at keywords, which (as long as they’re not super broad) reveal tons of intent. (Wordsteam)

Programmatic Advertising is a type of ad buying that refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically. (Digiday)

Why Should You Consider Using Intent Marketing?

Intent marketing is about reaching people based on their behavior, including the sites they visit, the keywords they search, the content they read online, your competitors and more. 

Landmarks helps businesses target people based on their needs are in the moment. The audience is chosen not by how they are labeled, but rather by their behavior, including the searches they are doing online, the keywords in the content they read, the categories of the pages they visit, and even the locations they visit in the real world while accessing their smartphones.

This data is a powerful source of information and tells you a lot about their interests and what kind of ads and content would resonate with that unique individual. For advertisers currently using demographic targeting to reach your audience, consider instead leveraging intent data to maximize the performance of your digital marketing campaigns.

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