Mike Greham, CMO и управляющий директор в Acronym
Как увеличить охват качественной аудитории? Новейшие методы. Подробное руководство к действию
, 12-13 ноября 2015, Москва, Россия
Marketers are laser focused onconnecting with potential customers at critical decision making moments.The trouble is, you’re always duking it out with your competitors trying to get your message seen and heard before theirs. But what if you didn’t have to make all of that attention grabbing noise in the last minute marketing melee? What if you had already made an impression on the potential new customer? And what if that connection had been made long before the competition got into the game?Welcome to Intent-Based Digital Marketing, mapping customer intent to relevant content during three stages of the (very fragmented) path to purchase. Google’s Digital Marketing Evangelist, Avinash Kaushik, frames it as: See. Think. Do.See is the “total addressable audience” (potential customers within the entire marketplace).