NaviStone: Intent-Based Marketing


NaviStone: Intent-Based Marketing

Tuesday, June 2, 2020 1:35 AM

CINCINNATI, OH / ACCESSWIRE / June 2, 2020 / Without a doubt, the business landscape has changed significantly during the past few months. The COVID-19 (coronavirus) pandemic has taken the world by storm and no sector of the economy has been untouched. This means that businesses have had to adjust significantly to a new normal. Virtually the entire country has been forced to shelter in place, with people leaving their homes only to get food, handle healthcare appointments, and get some exercise while sticking to social distancing requirements.

As a result, people are online more than ever. Everyone is looking for a source of entertainment to keep them busy and distracted. Whether this involves playing games, watching movies, going to work, attending school, or shopping, the internet is where everything is happening. Clearly, people's behaviors have changed.

Businesses have to make up for lost revenue and consumers are craving a connection. For these reasons, marketing is more important than ever before. In order to succeed in this new landscape, businesses need to tune into consumer behavior. This is why Intent Data is important.

What Is Intent Data?

Intent Data is one of the most important facets of marketing right now. This refers to data that has been collected based on the behaviors of website visitors. To come up with intent data, both topic data and context data need to be combined.

Topic data is collected when internet browser searches or visits a website. For example, there has been a major spike in searches for home fitness equipment because people are forced to stay away from gyms. This is topic data.

Content data is gathered by gaining insight into who the person is that is visiting that website or entering that query. For example, if someone is looking at home fitness products, they could either be someone who is looking for equipment to support their individual training or it could be a fitness professional looking for equipment that can be used to open a home gym. The motivation for this activity is different and important.

How Do You Reach These Consumers?

Now, intent data is important; however, it doesn't mean anything unless it is used properly. There are numerous ways that someone might use intent data. This includes personalizing the experience of someone visiting a website. Through the careful process of data exchange between a consumer and a brand's website, information can be used to deliver customized content that might incentivize a consumer to take a specific action.

Another way that someone might be able to use intent data is to nurture the lead using personalized emails. Personalized emails are important because they make the visitor feel like he or she is valued. In order to properly nurture a lead, businesses need to learn more about the people who are visiting the website, why they are visiting the website, and how the company can meet their needs. This takes time.

While paid ads and CPC bidding are common during this time, all of this involves digital retargeting. While digital retargeting certainly has its benefits, there are better ways to capture these individuals, capitalizing on the true value of intent data. This comes in the form of direct mail marketing.

Direct Mail Retargeting, a Better Strategy

Digital retargeting certainly has its place; however, businesses also need to take advantage of direct mail marketing and retargeting. There are a number of important benefits that direct mail marketing and retargeting can provide. These include:

  • First, a direct mail marketing campaign is highly targeted. A business is able to purchase mailing lists of potential customers easily from a number of different sources. These include the Direct Marketing Association or other entities such as Dun and Bradstreet. This makes it easier for businesses to figure out who they are reaching.
  • Then, once direct mail has been mailed out, it is easy to measure the campaign. A small company can key coupons that might be used in direct mail marketing campaigns. This could come up with an expiration date. Then, the store can track while coupons are used and figure out how many responses they got. This makes it easy to measure the return on investment.
  • Finally, a direct mail marketing campaign is extremely cost-effective. A company can design countless colorful, appealing brochures and print them off at a cheap price using a print vendor. This means that the overhead cost is minimal while the company reaches a large number of people, particularly during this time when so many people are quarantined in their homes.

Companies like NaviStone combine the insights found with intent data with the powerful channel of direct mail while respecting consumer privacy. Even though digital marketing still has its place, it is critical for everyone to come up with a well-rounded strategy that is going to convert buyers. Given the sheer number of people who are currently quarantined in their home, a large portion of them can be reached using direct mail marketing.


Company: NaviStone
Contact Person: Efrain Torres
Email: [email protected]

SOURCE: NaviStone