Our Clients’ Intentions

Paweł Tkaczyk (paweltkaczyk.com/pl/grywalizacja-w-marketingu) perfectly described this challenge as a justification for using gamification in marketing.

This inspired me to a slightly different observation. If, when a customer is searching for a product or service, our message appears alongside many competitive offers, why not try to reach the customer earlier, even before they fully realize their need for our offer?

Often, we turn to the internet seeking quick answers to pressing questions („Am I pregnant?”), advice („How to feed an orangutan?”), suggestions („Unique Christmas gift”), or simply entertainment related to a topic („Mordor on Domaniewska”). In the age of mobile devices, we do this almost unconsciously, grabbing our phones and googling. In doing so, we reveal our intentions, needs, and plans. This is when that intention—sometimes even an unrecognized one—can surface, and the need for our offer may arise. Google refers to these moments as micro-moments (https://www.thinkwithgoogle.com/micromoments/intro.html). Communicating our brand in these moments can often put us a step ahead of the competition.

How to do it?

First, identify the popular queries that might be directly or indirectly related to our offer.

Next, the simplest approach is to appear in places identified as the most popular sources of answers to queries related to our product. This could include blogs, vlogs (like instructional “how to” content), humorous content linked to our industry—any content we identify as what users would visit when searching for certain information.

As mentioned earlier, since we want to hit these micro-moments, it’s essential that the content is mobile-friendly (further proof that it’s worth advertising on mobile).

Why not go a step further and start creating this content ourselves? Nowhere else can we showcase our product in exactly the way we want. However, beyond all the above principles, it’s crucial that the content genuinely answers the question at hand, rather than coming across as pushy advertising. We need to be useful.

Is it worth it?

Google claims that mobile-targeted campaigns based on intent analysis can reach up to 70% more potentially interested customers. That’s something to think about… And we just might be one step ahead of the competition. For now…