The social web lets us send out a constant stream of Facebook likes, Twitter tweets, Foursquare check-ins, social commerce reviews, and other recommendations about things we’ve experienced and want to share with our friends. These products, services, businesses, places, movies, music, articles, etc. are expressions of customer and influencer engagement and loyalty that brands have successfully started to leverage to grow their businesses.
But what about the other side of the stream: the trusted referrals and recommendations we receive from our friends, as well as the things we discover on our own, and want to buy, read, visit, or listen to later? In other words: our intent to do something. There is a tremendous and largely untapped opportunity for brands to identify consumers who have overtly expressed interest and to 'harvest their intent' by helping them to bridge the gap between discovery and action with useful, timely and relevant information and offers.
9th–13th March 2012