Consumer Intent Data and Social Media

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 Google+ to get up and running. How will Google 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 Google Avatar on Blu-Ray and an HDTV, Google knows to advertise you a Blu-Ray player or HD cables. You Google 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 Google’s 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 Google’s marketing team and big brands and corporations to bring a greater service of customized advertisement to each and every Google+ user. Even better, with it’s circles tool, Google will have greater idea of who else would potentially like what a user is being advertised and market to them as well.

Turns out Google may have something here after all...

What do you think about the future of marketing on social media?

Daniel Clauser is the Social Media Strategist for Media Contour. Daniel is eager to connect with all and answer any questions and may be reached @mediacontour on Twitter and Facebook or via email at daniel@mediacontour.com.