If you knew precisely when a prospect was looking for your product or service, consider how much easier your work would be. That is the promise of intent data, which tracks important search phrases in order to gather data from a variety of online sources. You may focus your efforts on connecting with them at the proper time because only a small fraction of your market will ever be actively looking and prepared to buy at any given time.
Your advertising needs to stand out amid the sea of frequent messaging, advertisements, and pop-ups we are all subjected to online. When you are aware of the precise time that your target market is looking for your product or service, you can provide a highly focused message that addresses their needs and purchase stage.
Remember that your prospects will frequently take a detour along the way to making their purchase, looking around for a while before deciding to buy. This is especially valid when it comes to pricey services or high-ticket merchandise. Getting in front of them at the proper time is more important than ever if you want to compete in the market. This is referred to as the Zero Moment of Truth (ZMoT), and if you can catch them during it, your sales will soar.
What is the difference between predictive data and intent data?
Predictive data, which uses information from historical data, consumer behaviour data, and sales data to forecast future events, is probably already familiar to you. This date can be helpful, but it cannot be relied upon to accurately foretell what will occur in the future. Sales are not always linear, as was previously said, so you must catch the customer at their ZMoT.
In contrast, intent data measures actual internet activity rather than attempting to forecast the future. It enables you to recognise when your prospects are actively demonstrating that they are prepared to make a purchase and enables you to approach them with highly specialised and focused sales methods at that precise time.
Two Types of Intent Data
Third-party (or external) intent data is collected by third-party programmes, including cookies and your IP. External intent data offers a broader assessment of a prospect’s interests and their journey across the internet.
Ideally, these two forms of intent data should be combined to provide a comprehensive picture of your prospects’ desires and ZMoT.
Ideally, these two forms of intent data should be combined to provide a comprehensive picture of your prospects’ desires and ZMoT.
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