receiving advertising that does not interest them. To carry out an effective marketing intent, brands have to be able to properly manage data to understand what each customer really needs in real time. Being at the right time and place . Today's consumers have become accustomed to being able to shop wherever and whenever they want and are looking for instant gratification. Therefore, we have to understand the customer journey to be present at the different points of contact. Offer a seamless customer experience . Problems, complications or delays during brand interactions cause the bounce rate to skyrocket,
so it is necessary to optimize the experience, for example, through marketing automation solutions . How does intent marketing work? Intention marketing campaigns consist of four fundamental steps: Analysis : we need to thoroughly understand both our Clipping Path buyer persona and their customer journey, bearing in mind that this is different for each consumer. In this way we can identify the best moments to interact with each user. Recruitment : In order to generate leads and sales, we need to know the preferences and purchase intentions of each customer and target those who are most likely to convert at any given time. Personalization : we have to address each potential client in the communication channel with the greatest impact for him and with an offer that suits his needs.
Consolidation : through lead nurturing (before the sale) and loyalty strategies (after the sale), we nurture the relationship with the client to consolidate the long-term relationship. How are intention marketing, permission marketing, and interruption marketing different? Interruption marketing or "outbound marketing" is the promotion of a product through advertising that the customer has not requested. It corresponds to the classic forms of advertising, such as telemarketing, print advertising or radio and television ads, but it is also present in digital marketing with strategies such as "cold door" emails or banners.