Analytics & TestingContent MarketingEmail Marketing & Email Marketing AutomationMobile and Tablet MarketingSearch Marketing

Marketing to Intent, Not Eyeballs

Old school marketers always seem to get hung up on the number of eyeballs. I’ve always been a database and direct marketer, so I liked getting the right eyeballs rather than pushing advertisements in front of all of them.

Businesses like the Yellow Pages like to tout the big numbers, too. I read once that 87% of the U.S. Population used the Yellow Pages in 2007. In reading the fine print, this was assumed through a phone survey. There are too many questions that need to be asked when someone throws a big number at you like that, like:

  • What time was the phone survey done?
  • What was the demographic of the people surveyed?
  • How many conversions were made from Yellow Page use?
  • What was the average Return on Investment for a Yellow Page advertiser?
  • What demographic did those people reach? Does it match my company’s target demographic?
  • What’s the definition of used?

Ignoring the big numbers, what the Yellow Pages do have going for it is intent. When a user opens the Yellow Pages, they are on a mission and that mission will most likely lead to an engagement with the advertiser.

Search engines provide some of the strongest intent. If I search for best mp3 player, chances are that I’m going to review and eventually purchase what I’m looking for. This is why so many businesses are blogging – to provide their products and services with great search engine placement for the keywords on how firms and consumers are searching for them.

Internet Yellow Pages are a little different. These business directories tout both great search engine placement AND big numbers. My belief is that they actually dilute the ability of a lead to connect to your business because they have to:

  1. Search
  2. Find a directory
  3. Navigate the directory
  4. Select your site from the directory
  5. Navigate to your site
  6. Convert

When you purchase for placement in the yellow pages, you’re letting the directory be the owner and gateway to your business rather than your own website. Additionally, the searcher can’t simply just Search, Land, and Convert – they have to navigate the directory. Too many consumers and businesses lose conversions by being 1 click too far away.

Content Versus Intent

Taking intent into consideration, and not the big numbers, businesses need to be skeptical about social networks, too. I see a lot of folks speaking about successfully gaining business through Facebook. I don’t doubt there’s an opportunity for commerce there, but I do have doubts as to a visitor’s intent to make a purchase.

In short, avoid the hype and prioritize your online marketing investments where intent and opportunity are the greatest:

  • Start with great search engine placement – by optimizing your online store or taking up corporate blogging.
  • Leverage that content through other social media.
  • Work on upselling and retention strategies that incorporate email and mobile messaging.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

Related Articles


Adblock Detected

Martech Zone is able to provide you this content at no cost because we monetize our site through ad revenue, affiliate links, and sponsorships. We would appreciate if you would remove your ad blocker as you view our site.