Consumer Intent Data and Social Media
July 22nd, 2011 by Daniel Clauser | Comments Off on Consumer Intent Data and Social Media
It’s a hard job trying to convince 750 million people to change their day-to-day habits. Just ask anyone from The American Cancer Society, or the people at Google+.
If you’ve been catching up with social media news recently, you would know that Google+ is beginning to roll out business and corporate pages for its new social media platform. Facebook has long since used this as lucrative means for businesses to interact with their customers. Naturally Google+ is going to jump in too, but is this how they can catch up with Facebook. If you read our previous blog, you would know that Google+ is going to have a hard time catching up with Facebook’s 750 million active users, which in itself makes it hard for the new platform to get up and running. How will it try and get you to switch? Three words:
Consumer Intent Data
Consumer Intent Data is the driving force behind Google’s advertising system. In layman’s terms, when you search Avatar on Blu-Ray and an HDTV, Google knows to advertise you a Blu-Ray player or HD cables. You search for razors; they try and sell you shaving cream. While Facebook has this information in some ways, Google has this type of info; in spades.
How both companies use this information is regarded as a well-kept company secret. However, from a marketing standpoint, Facebook’s data is more based on less sturdy footing. On Facebook people usually post on things like their needs and wants or their current actions. This data has relative value to any Joe Marketeer, but when compared to what Google has consumer-datawise, it’s just a drop in the bucket. Any form of research, analysis, or shopping is tracked and kept for its own marketing purposes, along with its knowledge of what keywords consumers use when shopping for products.
This is how I believe Google will keep up. A finer interaction between it’s marketing team and big brands and corporations to bring a greater service of customized advertisement to each user. Even better, it’s circles tool will achieve a greater idea of who else would potentially like what a user is being advertised and market to them as well.
What do you think about the future of marketing on social media?