Look Past Media Channels
Now that you understand how to leverage intent, it's time to put it to action. Here's how:
1. Use your behavioral data to understand how consumers will want or need to act in the future.
2. Determine how, and just as importantly, when, to reach these people.
3. Talk to them as consumers of a particular good or service, not as users of a particular channel or device.
When you use the information you have about consumers to look past behavior and toward intent, you can look beyond what they've done in the past and begin to understand what they will do in the future.