Why Understanding Consumer ‘Intent’ is Key to Driving Digital Marketing Performance

When brands understand the intent behind a consumer’s behaviour at every stage of their purchasing journey, the insights behind this intent can be converted into improved customer engagement and ultimately sales, according to Performics’ global brand president, David Gould.

The Chicago-based Gould joined Performics Australia CEO, Jason Tonelli, and a line-up of adtech leaders at an event presented by the agency in Sydney yesterday.

Other international speakers included MediaMath’s New York-based VP global partnerships, Scott Linzer; and Publicis Groupe APAC’s managing partner, Jane Lin-Baden, based in Shanghai.

Says Gould: “When we uncover the motivation behind a click, or in other words the intent behind a consumer’s online behaviour, it allows brands to use that information to create more meaningful consumer connections – ultimately influencing choice and motivating purchase.”

Says Tonelli: “At Performics, we base our strategy on understanding consumer intent. ‘Intent’ shapes consumers’ search queries, and dictates their purchase paths.

“By targeting consumers with messaging, media and channels that match that intent in a specific moment, we can ensure that all digital marketing is relevant, personal and delivers the desired return on investment.

“For example, our research has found that people searching online with high purchase intent are 180% more likely to click on results with more definitive words such as ‘shop’; while people with browsing intent are 20% more likely to click on results with abstract words, like ‘best’.”

Yesterday’s event was attended by representatives from a number of companies, including Performics customers Toyota, Bayer, Lenovo, Red Energy, News Corp and Storage King.

(1: David Gould, global brand president, Performics; Jane Lin-Baden, managing partner, Publicis Groupe APAC; Michael Rebelo, CEO, Publicis Groupe ANZ; Jason Tonelli, CEO, Performics Australia. 2: David Gould, global brand president, Performics; Jason Tonelli, CEO, Performics Australia. 3: Aaron Vardon, head of strategy and planning, Performics)