Digital Marketing and Intent

Ultimately using intent as the new demographic in campaigns is about gaining more benefit from less marketing activities. As an industry we are often too task-orientated; wanting to do things, focusing on outputs in terms of “digital embassies” across social platforms or creating our own platforms to reach audiences, engage consumers and message delivery.

Intent as the new demographic is about spending more time thinking about programmes from a consumer point of view, what is likely to be useful and where are the appropriate points for the brand to intercept the individual during their online journey? Or, as William Hesketh Lever would have put it, knowing which half of my digital marketing isn’t working, and doing something about it.