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Intent-Based MarketingDhiaksa Adiwyakto
Nobody wakes up in the morning with a credit card in their hand and says,
"My name is Bob and I want to buy something."
Micro Moments
Users are SMART!
● Customers need to gain confidence in their purchases.
● They research before they buy.
● There isn't one linear customer purchase path.
Brand Blunders - What They Miss
● Many brands still wait until the I-want-to-buy moment.
● That's the hardest place to come in.
● Where competitors are.
● Customers already have prefered brand here.
The Opportunity “I want to know moments”
Case Study
Lawn Mowing Company
Lawn Mowing Company
Women's Fashion Retailer
I-want-to-buy moments
"I want to buy a red dress from Brand X,"
Women's Fashion Retailer
There are so many moments, how do you choose the right ones?● You don't have to be there at every moment.
● What's most important for each brand.
● Prioritize the moments where decisions are being made.
Key Takeaways
● Look beyond I-want-to-buy moments
● Build connections before checkout
● Start client conversations with customer intent.
● Discussions much more strategic > New Opportunities
And again, "intent" is not synonymous with buying in that moment.
