#consumer-intent

#consumer-intent

"Definitely within the last year, we've all from a marketing perspective have had to look at things a little bit differently and focus on being the best answer and not just the loudest bidder," said Sarah DeCiantis, chief marketing officer at United Wholesale Mortgage. "It's challenging all of us to think about things a little bit differently and from more of a consumer-first, consumer-why or consumer-intent perspective, than just focusing on the paid side of things."

Marketers used to wait for obvious signals, like a product page view, a cart add or a keyword search, before triggering campaigns. But in today's fractured landscape, those signals can arrive too late. Shoppers drift between screens, compare across retailers and move in and out of consideration silently, long before any intent becomes trackable. By the time a signal appears, the decision may already have been made.