Who is your marketing missing?

Did you know that if you are solely relying on demographics in your marketing strategy, you could be missing more than 70 percent of mobile shoppers? For example, could you ever imagine that 40 percent of all baby product purchasers live in households without children? Adding consumer intent to your marketing research will give you the insights needed to understand when, where, and how consumers are searching at the exact time of purchase, Google describes these times as “micro-moments.”


Understanding consumer intent is of the utmost importance when defining your brand’s micro-moments. Lisa Gevelber for Think with Google explains how Home Depot capitalized on this important insight, “Home Depot is a real-life example of a brand that understands the power of intent. Years ago it figured out ‘do-it-yourselfers’ were turning to their phones—especially YouTube—to learn everything from ‘how to tile a bathroom floor’ to ‘how to build an outdoor fire pit.’ So to be more useful in these I-want-to-do moments, Home Depot built a content marketing strategy centered around ‘how-to’ videos on YouTube. Today the collection has hundreds of videos, with the top 10 videos each reaching a million views or more. The full Home Depot ‘how-to’ collection has received more than 48 million views.

‘Mobile has significantly changed how we connect with customers at The Home Depot,’ said Trish Mueller, senior vice president and chief marketing officer at The Home Depot. ‘We’re now laser-focused on how we can use digital to deliver against our customers’ needs every moment of the day and every step of their home improvement experience.”

Once you’ve identified consumer intent and defined the micro-moments associated with your brand, make sure you anticipate those moments so you can be there when they happen, provide relevant and useful information, and be fast with mobile optimized solutions.

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2 thoughts on “Who is your marketing missing?

  1. Hi, Brenna.

    I would agree with you that understanding the consumers’ purpose in purchasing a product is more important than the demographics, which give only one piece of the pie. When looking for ways to capture consumer intent, marketers can turn to a number of industry sources detailing everything from consumer trends in retail categories to specific buying patterns that are broken out by age, income, location, etc. The thing is that most people who are looking for the information for a particular product or service are not usually the ones familiar with it. Consumer intent is a good way to educate and convert new users.

    Please visit my blog post, “Affiliate Marketing: How Does it Work,” to learn about an different way to have websites promotion your company: http://picaspeak.com/2016/01/31/affiliate-marketing-how-does-it-work


  2. Hi Brenna,

    What an interesting topic! This post is proof-positive that as marketers, we cannot have a narrow focus—not only in our approach, but who we actually market our products and services to. A great way to determine if your products/services reach beyond the target you have set is to test it out. Cast a wide net—perhaps with a social media campaign—and ask consumers how they would use this product. The answers could completely change your efforts (for the better), and help determine additional customer personas when launching a marketing effort.

    Great ideas here!


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