3 Big Intent - Based Marketing Trends

Let's take a look at how and why intent - based marketing is transforming, and what you should be doing to keep pace or better yet get ahead.

Trend #1: The End Of Third - Party Cookies And The Rise Of First - Party Intent Data

We all have to change how we're gathering intent data. Intent data is information collected about a web user's observed content consumption. This data is very valuable because it provides significant insights into your potential buyer's behavior.

This data will help you assemble accurate buyer personas and more effectively target your ideal customer profile in the future, as well. In the age of digital advertising, intent data is one of the most powerful tools marketers have.

It is also a tool that is about to fundamentally change forever. What does that mean for intent marketing in 2022? Well, right about now just about every marketers in the business is scrambling to find an alternative to third - party cookies.

Increasingly it's looks like that alternative is first - party intent data. And it's turning into a gold rush.

Trend #2: A Growing Focus On " Low - Hanging Fruit "

Without third - party cookies and especially before many marketers have developed foolproof alternatives to those cookies - they won't have access as much intent data or to intent data that stretches as far back into the early marketing funnel, as they're used to.

Intent monitoring is an early means of negating the need for that kind of intent data. Marketers are changing what they're focusing on in order to target - as Chiocchi calls them " low - hanging fruit " because they tend to provide the most obvious signs of readiness. And those signs can still be gleaned from even relatively rudimentary first - party intent data.

Trend #3: Incentivizing Voluntary Intent Data Sharing

First - party intent data is still generally collected via cookies, but the difference is users have to opt into those cookies. You've probably started to see this on all kinds of website - especially commercial or e - commerce sites.

As you inter the site, you will receive a notification that says " this site uses cookies " and ask you to accept. Often, the site will even make you accept before you can use it.

We'll see more and more of these prompts but we'll see other, slightly more subtle and ( hopefully ) enticing requests, as well including some that will eliminate the need for cookies entirely.

Interactive content also happens to be one of the most effective ways to get prospects to willingly opt into providing intent data. A quiz, personalized guide to finding a product, survey or another form of content can ask the customer's information not only for marketing purposes but also to help the buyer find the information they're looking for.

Expect to see more and more marketers finding ways to to provide their prospects with personalized, interactive content on social media and beyond.

Gated Content is specialized, often long - form content that provides considerable value in exchange for information.

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