Brands and consumer marketers still have a long way to go when it comes to understanding consumer intentionality.
Imagine you're helping your friend pick out a new car to buy. You conduct research on behalf of your friend. Your friend buys the car you recommend, and then for the next two months, you receive ads to buy a new car.
According to Brad Jakeman, this is a typical example of a brand not truly understanding the consumer's intention. Intentionality goes far beyond behaviors on a surface level, such as searching for a new car in this case.
Suppose the brand was to leverage data correctly to understand that you are helping your friend pick out a new car and not buy one yourself. In that case, the brand could deploy a very different, more effective, and less intentional marketing strategy.
Check out the latest episode of the Data Unlocked podcast to hear more insights on Leveraging Data & Understanding Consumer Intentionality To Drive Better Experiences.