Customer Intent: The Killer Segment

Ok, here’s a marketing question.  You have a retail store that sells baby products.  You know, bottles, diapers, clothes, and all of those wonderful things that make having and raising children just a little be easier.  You want to increase your online marketing because you know that you’re much more able to target your message to your audience and what you sell certainly isn’t for the masses.  So, you start to setup your ads for your targeted customer.  You’ll most likely target pregnant women.  So far so good.  This seems to make sense.

Now, what if I told you that research shows that 40% of baby products are purchased by people that live in a home without children!  What?!?  I know, right?  If you sent all of your advertising to who you thought was your target audience (pregnant women), you’d miss 40% of your potential market!  These 40% of your audience could be grandparents, co-workers, relatives, and friends.

The difference in making sure that you are not missing 40% of your audience is to look at what you are promoting through the lens of intent.  In other words, what are your customers looking for in an exact moment and where will they go to look for it.  Think about that co-worker that just received an invitation to a baby shower.  What is her intent and where will she go to find information?

Think about that co-worker that just received an invitation to a baby shower.  What is her intent and where will she go to find information?  Is that co-worker a parent?  Whether or not they have children could dramatically change their intent in finding a gift.

By identifying your customer’s intent, you will start to deliver messages (ads) that are highly relevant, based on the intent of their searching.  In fact, a customer’s intent is so important that this is one of the most driving strategies in Google’s algorithm updates.