Alex LePage says, “Let’s take advantage of our ability to listen and “talk back” to consumers through effective deployment of intent marketing.

One of the fundamental differences between advertising in the pre- and post-digital worlds is that brands in the digital era have to initiate relationships with consumers. These relationships must be ongoing and truly bidirectional to deliver the best value to consumers and great results for brands.

Many brands have turned to social media for this purpose, but programmatic advertising, when properly harnessed, can also be an effective tool for initiating and managing consumer relationships.

After all, what people say they want on social media and what they actually do in real life aren’t always the same. And programmatic is the one marketing tool that can effectively leverage what consumers actually do”.

Build effective consumer relationships with ads that use intent data

Marketing Land

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