Customer experience is all about personalization. Your potential customers want to feel that you’re speaking directly to them. They want to know that you understand their needs and can provide them with a product or service that addresses their specific issues.
In recent years, persona-based marketing seemed to be the solution: by identifying the ideal customer, or several prototypes of ideal customers, it was possible to set up perfectly targeted, personalized campaigns. The problem is that, in today’s environment of numerous requests and media multiplication, consumers can no longer be classified in a single persona category. Their needs are constantly evolving, and what motivates them to buy one day may not be the same motivation the next. Take your own personal behavior as an example: on the same day, you could be looking for the best price on a pair of shoes, looking for a luxury hotel for your next romantic city-trip, or looking for a campsite for a fishing weekend with friends. So which persona do you fit into? It’s hard to categorize you… so the persona-based marketing approach seems outdated. So how do you deliver the right message, at the right time, to the right person? That’s where intent marketing comes in.
