Capturing Customers with Intent Marketing
A long time ago, in a galaxy far away, companies used to be relegated to mass marketing advertising with little to no insight into who was seeing their ads. Sure, they might have an idea about where their customs may live, but there was no way to target ads to only people that were interested in their product or service at a given time. The business had to rely on an antiquated audience measurement system called the Nielson Ratings (and still do) to ‘guess’ where, when, and how to place their billboards, TV commercials, and print ads. Unfortunately, a lot of money was (and still is) spent using these inexact sciences. Luckily there are now better solutions for companies to reach their target customers. Digital advertising platforms and networks allow an advertiser to target their customer base using hundreds of different parameters. Location, language, behavioral tracking, device (mobile, tablet, desktop), and time can all be used in conjunction with each other to reach more potential ...