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  • Helen Pritchett

Navigating the Evolution of Intent Data in Digital Marketing

In the complex landscape of digital marketing, staying ahead of the curve is essential. Among the myriad of tools and techniques available to marketers, intent data has emerged as a game-changer. It's no longer about reaching a broad audience; it's about reaching the right audience at the right time with the right message. Let's take a journey through the evolution of intent data in digital marketing and explore its transformative impact.

The Early Days: Basic Demographics

In the early days of digital marketing, the focus was primarily on demographics. Marketers relied on broad categories such as age, gender, location, and income to target their audience. While this approach provided a level of targeting, it lacked depth and precision. Marketers were essentially casting a wide net and hoping for the best.

Enter Behavioural Data

As technology advanced, so did the capabilities of marketers. Behavioural data became the next frontier. By tracking users' online activities such as clicks, searches, and page views, marketers gained insights into their interests and preferences. This allowed for more targeted campaigns and personalised messaging. However, behavioural data still had its limitations. It provided insights into what users were doing online but offered little context as to why they were doing it.

The Rise of Intent Data

This is where intent data enters the picture. Intent data goes beyond demographics and behaviour to uncover the "why" behind user actions. By analysing signals such as search queries, content consumption, and social media engagement, marketers can infer a user's intent and tailor their marketing efforts accordingly. Whether someone is researching a product, comparing prices, or showing signs of purchase readiness, intent data enables marketers to deliver relevant content and offers at the right moment.

Types of Intent Data

Intent data can be categorised into two main types: first-party and third-party.

First-party intent data is derived from interactions with a brand's own digital properties, such as website visits, email opens, and form submissions. It provides direct insights into the behaviour and preferences of existing customers and prospects.

Third-party intent data, on the other hand, is collected from external sources such as publisher networks, social media platforms, and data providers. It offers a broader view of the market landscape and can help identify new prospects based on their online activities across various touchpoints. Case Study: From Advertising Platform to Intent Data Innovator

Techknow is a digital marketing platform from CPB UK Ltd, which is about to celebrate its 200th edition. At this auspicious time, we reflect on its journey from humble beginnings as an advertising platform to its current status as a leading intent data powerhouse in the digital marketing realm.

Techknow was founded a in 2017 with a simple yet ambitious vision: to connect brands with their target audience in the ever-expanding digital landscape. With a readership of over 160,000 engaged B2B IT professionals from the UK and Ireland, the platform was well placed to deliver on its objectives. In its early days, Techknow served as an advertising platform, facilitating the placement of ads on its website and fortnightly enewsletter. While this model proved successful in driving brand awareness and visibility, we recognised the need to evolve and innovate in order to stay ahead of the curve.

Embracing the Power of Intent Data

As digital marketing evolved, so did our approach. We recognised that traditional demographic and behavioural targeting only scratched the surface of understanding consumer intent. That's when we made a strategic pivot towards intent data—a decision that would redefine the trajectory of the platform.

Intent data offered a deeper understanding of user behaviour and preferences, allowing us to deliver more relevant and personalised experiences to our audience. By analysing signals such as search queries, content engagement, and social media interactions, we gained invaluable insights into the "why" behind user actions. This shift enabled us to transition from being a mere conduit for advertising to a trusted advisor, empowering brands to make data-driven decisions and optimize their marketing efforts for maximum impact.

Pioneering Innovation in Intent Data

Techknow's commitment to innovation has been a driving force behind our success in the intent data space. But innovation doesn't stop at technology—it's also about fostering a culture of continuous learning and adaptation. We've assembled a team of industry experts and data scientists who are enthusiastic about pushing the boundaries of what's possible in digital marketing, whilst ensuring that our customers are delivered with best of breed intent data.

Looking Towards the Future

Since its inception, TechKnow has featured over 1500 adverts, gained over 27,000 dedicated reader engagements and is a veritable powerhouse in digital marketing in the IT space.

As we celebrate our 200th edition, we celebrate our success, but our gaze is firmly fixed on the future. We're committed to staying at the forefront of innovation, anticipating industry trends, and delivering unparalleled value to our clients and partners.

In the ever-evolving landscape of digital marketing, one thing remains constant: the importance of understanding and leveraging consumer intent. At, we're proud to be at the forefront of this revolution, empowering brands to connect with their audience in meaningful and impactful ways.

Leveraging Intent Data for Success

The true power of intent data lies in its ability to drive meaningful engagement and conversions. By leveraging intent data effectively, marketers can:

  • Enhance Personalisation: Tailor content and offers based on the specific needs and interests of individual users.

  • Improve Targeting: Identify high-value prospects and deliver targeted campaigns that resonate with their intent.

  • Optimise Campaign Performance: Continuously monitor and analyse intent signals to refine targeting strategies and maximise ROI.

  • Increase Sales and Conversions: Reach users at critical moments in their buyer journey, increasing the likelihood of conversion.

The Future of Intent Data

As technology continues to evolve, so will the capabilities of intent data. Advancements in artificial intelligence, machine learning, and predictive analytics will further enhance marketers' ability to anticipate and fulfil customer needs. Additionally, privacy concerns and regulations such as GDPR and CCPA will shape the future of data collection and usage, necessitating a more transparent and ethical approach to data-driven marketing.

In conclusion, the evolution of intent data represents a significant paradigm shift in digital marketing. By understanding and harnessing the power of intent, marketers can forge deeper connections with their audience, drive meaningful engagement, and ultimately, achieve their business objectives in an increasingly competitive landscape.


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