CO205: Managing Multiple Digital Channels - Paul Williams
Understanding Intent for Cross-Channel Experience Creation
Paul Williams, the VP Director at Performics, explored the importance of understanding intent in the cross-channel experience. He believes that intent is the single largest performance marketing variable, which shapes queries and dictates purchase paths. He also spoke about the shift away from direct response campaigns– like with television ads expecting people to call, to indirect response– when customers respond by adjusting their online searches.