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As tech evolves, brands should be more human

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Seasoned marketer Roshni Das takes us through her approach to new-age marketing and the necessary tools to drive it.

As part of the afaqs! and Quora thought leadership initiative – Marketing Thought Leaders, we spoke with Roshni Das, Regional Marketing Director, Asia Pacific and Japan at Intel who shared her understanding of intent marketing, consumer patterns, role of social media and its impact, partnership with Quora, consumer trends and more. The interview highlights a how marketer’s can reach a high-intent audience and the dynamics of consumer behavior.

The following has been edited for brevity and clarity.

One of the biggest marketing/business goals today is to ‘find buyers who are ready to buy’. What is your thought and strategy to leverage intent marketing?

Before the pandemic, technology was important, but now technology is both—important and essential. The rate of change in consumer behavior has accelerated—readily available access and quality information have helped consumers to be savvier and more informed.

Today, the onus is on brands to be equally responsible and be in service of the customer to help them make smarter decisions. Our brand proposition at Intel helps to improve lives, and therefore purposefully and seamlessly integrating the brand into the consumer’s daily lives is essential.

DemandGen in its 2022 Content Preferences Survey Report stated that 47% of B2B buyers consume at least three to five pieces of content before they even engage with a sales representative. So, we must keep up with how we’re evolving, from conversational commerce to experiential commerce to monetization commerce.

Once done with identification, what are some of the tools to drive Intent Marketing at Intel?

A critical piece of Intent marketing is also the demand tech stack, which has greatly matured. We have over 8000 to 10,000 tech tools and capabilities. These tools are used to drive more precision and contextual targeting. We also have AI in every algorithm enabling better data signals.

From a marketing vehicle’s perspective, there are content engagement signals that come from various platforms. Social platforms, smarter OTT connections, considerations, and conversational and discovery platforms like Quora. A key aspect of Intent marketing is also co-creation. If your brand is in service to the customer, you have your influencers, advocates, opinion leaders, and employees, who share the brand’s uniqueness. This eventually helps accelerate intent marketing into a purchase.

What are your thoughts on brands leveraging new-age platforms that help tap high-intent audience?

At Intel, we’ve already started leveraging Quora in our campaign strategy. Their advantage is the ability to capture in-market audiences, laptops being a high ASP and high consideration platform. People leverage such consideration platforms more to make informed decisions.

Quora also gives us the opportunity to address real people in search of real answers. This 1:1 connection from the brand directly answering your questions goes a long way in building or further strengthening the relationship between the brand and the user. For example, Intel’s vPro platform is the best-in-class platform for enterprises and SMBs, Intel therefore can own or be the thought leader in topics related to endpoint security, hardware-based security, etc.

Platforms like Quora also identify people as multidimensional—people with multiple interests and hobbies. With blurring lines between B2B and B2C marketing, this enables effective targeting.

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