DIGITAL MARKETING FOR SUCCESS: BOOSTING BRAND AWARENESS WITH INTENT DATA

Business trends since the COVID-19 pandemic indicate that global economies are highly volatile, uncertain, complex, and ambiguous. Due to sudden changes in demand and supply. organizations and business owners are improving budgeting processes and adjusting marketing strategies to survive short-, medium- and long-term setbacks. Also, their emphasis on brand awareness explains the increasing relevance of artificial intelligence (AI) and digital advertising.

Intent data provides reliable information about business-to-business (B2B) and business-to-customer (B2C) activities that many entrepreneurs and organizations are maximizing to strengthen their competitive advantages (such as revenues, brand equity and market visibility). It also enables businesses to identify what consumers are buying in real-time, including their possibility of patronizing certain goods/services, as well as the alternative brands or solutions they are considering. This insightful information comes from various digital platforms such as internet cookies showing key intent search terms used to identify potential customers.

“Digital Marketing for Success: Boosting Brand Awareness with Intent Data” explores how organizations and business managers use AI-powered digital tools to identify consumers in an active buying journey and use Customer Relationship Management (CRM) technologies to strategize and provide timely campaign responses such as email marketing, targeted ads, and click-through rate (CTR). This machine-based and internet-driven marketing approach significantly increases the chance of converting sales leads. In this masterpiece, Kingsley Chimezie Irobiko examines the huge impact of intent data on brand awareness. The author systematically applied relevant marketing and branding theories in his analysis of the prospects and challenges of integrating intent data in branding strategies, and how Salesforce for example maximizes cloud-based technologies and software, particularly bots with two datasets—that is, data from internet activities and data from search terms—to provide effective, result-oriented brand marketing services to clients. This book is highly recommended for students, researchers, entrepreneurs, marketing professionals, and all seekers of knowledge.