Marketers who rely only on demographics to reach consumers risk missing more than 70% of potential mobile shoppers. Understanding consumer intent is much more powerful. Brands that understand and respond to intent are better positioned to be there and be useful for all of their potential customers, not just those that fit an age and gender profile. Google’s VP of marketing, Lisa Gevelber, shares how starting with intent can help you reach more of the right people than demographics alone.. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions.
YouTube is fast becoming the new buyer’s guide and owner’s manual for games. On YouTube, mobile users are watching video to learn how to do things and explore their passions. Marketers who consider intent from the onset are primed to win consumer hearts, minds, and dollars. The Home Depot built a content marketing strategy centered around “how-to” videos on YouTube. It figured out “do-it -yourselfers” were turning to their phones to learn everything from “how to tile a bathroom floor” to “How to build an outdoor fire pit”. Home Depot is a real-life example of a brand that understands the power of intent.
The full Home Depot “how-to” collection has received more than 48 million views. 51% of smartphone users have purchased from a company/brand other than the one they intended to because the information provided was useful. Think about unique, tangible ways your brand can help solve a problem or make life easier in real-time during a micro-moment.
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