Marketing is evolving at an extraordinary pace, and at its heart lies a simple yet profound goal: understanding customers better. As marketers, we strive to grasp the intricacies of how people interact with our brands, be it through digital or traditional channels.
Thanks to rapid advancements in technology, this understanding is about to reach new heights. Imagine predicting purchase intent with a level of accuracy we’ve never seen before. It’s not a distant dream; it’s the future of marketing, and it starts with one thing: data.
Data: the fuel of modern marketing
Data is the foundation of today’s marketing strategies, and its importance continues to grow. In fact, the volume of available data doubles every two years. This explosion is driven by innovations like the Internet of Things (IoT), with billions of connected devices, from smartphones to sensors, contributing a constant stream of information.
But data on its own isn’t enough. The key lies in making sense of it, and that’s where identity resolution comes in.
Identity resolution and intent-based marketing
Identity resolution is the process of piecing together multiple data points across devices and touchpoints to create a cohesive view of your customer. It’s like building a puzzle that reveals who your customer is and where they are most likely to engage along their journey.
This capability paves the way for intent-based marketing, an approach where you focus on what the customer is actively seeking, based on their behaviour. Instead of targeting people based on demographics or geography, intent-based marketing lets you connect with them in real time, when they’re ready to take action.
Why now?
You might wonder: with so much data and complexity, how can we achieve this level of precision in marketing? The answer lies in two major shifts:
Breakthrough technologies: The convergence of IoT, blockchain, quantum computing, and AI is transforming how we collect, secure, process, and interpret data. These technologies make it possible to connect the dots across countless channels and predict customer intent with remarkable accuracy.
The merging of online and offline worlds: The line between digital and physical is disappearing. What Alibaba’s Jack Ma coined as “New Retail” integrates online and offline commerce into one seamless experience, shaping how consumers behave and how businesses respond. This approach is already reshaping industries worldwide, with companies like Amazon and Tmall leading the way.
A new way to approach marketing
As these shifts unfold, marketing will undergo profound changes. Here’s how:
Omnichannel experiences will become the norm: Marketers will no longer think in silos. Instead, they’ll create harmonised experiences across relevant touchpoints, tailored to how customers interact with brands. Whether online or offline, the focus will be on providing value seamlessly.
A focus on user intent: Regulations like GDPR and China’s Security Law are tightening how we use personal data. This will push marketers to rely more on first-party data—data collected with user consent—and shift from demographic targeting to understanding and acting on customer intent.
A strategic role for marketing: Identity resolution won’t just improve campaigns; it will influence business strategies, from product design to in-store experiences. Marketing will become central to shaping every aspect of how brands interact with their customers.
In conclusion
We’re standing on the brink of a new era in marketing. Technologies like AI, blockchain, and quantum computing are unlocking possibilities that were unimaginable just a few years ago. With them, we’ll be able to identify customer intent at an unprecedented scale, creating seamless, immersive experiences that feel both personal and meaningful.
The future of marketing isn’t just about knowing who your customers are; it’s about understanding what they need and being there for them in the moments that matter most.
As we embrace these changes, the possibilities are as exciting as they are endless. What an incredible time to be a marketer!