Research suggests consumers would abandon a website if they can’t find what they are looking for within 15 minutes.
This piece states consumer data can help brands understand customer intent and create effective intent marketing strategies for events like the Super Bowl. While conducting keyword research for intent, marketers should look out for terms like “buy”, “visit”, and “purchase”, as they are usually high-intent keywords.
After understanding consumer intent, brands should align their marketing and advertising activities to reach out to consumers at the right moment. The author contends marketers should ensure they provide useful content for consumers at the crucial stage of their customer journey.
Providing direct answers to consumers' search queries on websites at critical moments and events can spur consumer decisions. Marketers can also target second screen users during big events with appropriate content to actively engage them and increase conversions.
[6 minute read]