Search Intent Marketing

How intent is redefining the marketing funnel foundation for sensitive skin

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Forget everything you know about the marketing funnel. Today, people are no longer following a linear path from awareness to consideration to purchase. They are narrowing and broadening their consideration set in unique and unpredictable moments. People turn to their devices to get immediate answers. And every time they do, they are expressing intent and reshaping the traditional marketing funnel along the way.

Researching the best brands — and beyond

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"For some people, research is paramount — and their journey widens and narrows as they not only consider multiple brands but entire categories. Jill turns to search to first learn about hypoallergenic makeup. And though she eventually narrows her search to a brand, her journey doesn’t stop there. It widens and narrows a few times, as she considers a few other brands before ultimately heading in-store to purchase. " Or purchase online.

Align marketing to business outcomes:

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Be there. People now expect to be assisted everywhere. And that means it’s critical that you’re measuring and understanding the impact of your media touchpoints on the consumer journey. Look past impressions, clicks, and online conversions and connect your media to revenue, gross margin, and profits.

Stop marketing to the average:

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Be useful. People respond to brands that understand their needs. So, it’s important to optimize your media for both relevance to the consumer and lifetime value for the brand. Some customers spend more — a lot more — and many customers spend less. Understanding that can mean the difference between paying to acquire profitable customers and paying to acquire the customers your competition didn’t want.

Understand the ways you can maximize an intent driven program.

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