A great product is only half the battle. Many retailers know this all too well. They have the goods, the innovation, the designs—but what’s missing is the bridge to their audience. It’s not that the products aren’t worthy, but rather that they haven’t been put in front of the right eyes at the right moment. The real challenge, then, lies in sparking awareness and interest. This is where effective marketing steps in, where strategies like interest-based and intent-based marketing come into play, helping to turn those perfect products into tangible sales.
Both interest-based and intent-based marketing have their own approaches and strengths. For retailers, understanding how to harness these strategies can be the key to unlocking sales growth. Whether a brand is aiming to capture broad audiences with shared interests or zeroing in on high-intent shoppers ready to make a purchase, the right mix of these tactics can shape a successful marketing plan.
Interest-based marketing thrives on tapping into what potential customers care about. It involves tracking online behavior—like the content users engage with—and then delivering ads or messages tailored to their passions and habits. Rather than targeting individuals who are explicitly searching for a product, this strategy reaches those whose interests align with the product offering, even if they haven’t yet indicated an immediate buying intent.
Take, for instance, a retailer specializing in outdoor gear. Instead of focusing solely on users looking to buy a tent, this retailer can expand their reach by creating blog posts, videos, or social media content around topics like hiking tips, outdoor survival tricks, or seasonal camping spots. People who engage with that content, even if they’re not shopping for gear right now, are showing an interest in the outdoors—making them prime candidates for future sales.
This approach is all about creating awareness and building a connection with an audience. The benefit? It reaches people at various stages of their buyer’s journey, not just when they’re ready to purchase.
While interest-based marketing casts a wide net, intent-based marketing sharpens the focus. This strategy targets individuals who have demonstrated a clear interest in purchasing a specific product or service. These are the shoppers who are further along in their decision-making process—those searching for specific items, visiting product pages, or comparing features online. For retailers, intent-based marketing provides a direct line to high-value customers who are already considering a purchase.
Imagine a retailer that sells high-end fitness equipment. Using intent-based marketing, they would target users searching for phrases like "best treadmills for home use" or "buy exercise bikes." This shopper has already indicated a strong desire to buy, and intent-based marketing ensures that the retailer’s product is front and center when the decision is being made.
By focusing on search behavior, product-specific queries, or other high-intent actions, retailers can direct their marketing efforts toward users who are ready to convert, making it an efficient way to spend marketing dollars.
Deciding whether to focus on interest-based or intent-based marketing isn’t always straightforward. Both strategies bring unique advantages to the table, and choosing the right one depends largely on the retailer's goals and the behavior of the target audience.
Interest-based marketing is ideal for brands looking to build awareness, foster a sense of community, or reach a broad audience that might not yet know they need the product. It’s particularly effective for nurturing long-term relationships. For instance, a clothing retailer focusing on sustainability can attract eco-conscious consumers by promoting articles or social posts that reflect their values, encouraging brand loyalty even if immediate sales aren’t the goal.
On the other hand, intent-based marketing is about efficiency and conversion. For retailers looking to drive sales quickly, capturing high-intent customers as they’re nearing a purchase decision is invaluable. The approach is data-driven and often delivers faster results. A retailer targeting consumers searching for a specific type of product—like "waterproof jackets for hiking"—will likely see quicker returns by directing ads to those already on the verge of buying.
For many retailers, the sweet spot lies not in choosing one strategy over the other but in blending both. Combining interest-based and intent-based marketing allows a brand to capture attention early on, nurture that interest, and then guide customers smoothly toward a purchase when the time is right.
Consider a brand selling home decor items. This retailer might use interest-based marketing to attract an audience interested in interior design by posting content about design trends, decorating tips, and home organization hacks. Over time, as potential customers engage with this content, they build a connection with the brand. But when someone begins actively searching for "modern rugs" or "affordable wall art," intent-based marketing steps in, ensuring the brand’s products are presented at the moment they’re ready to make a purchase.
The dual approach works like a funnel: interest-based strategies capture broad awareness at the top, while intent-based tactics help close the deal at the bottom.
Alongside interest and intent, retailers should also consider how push and pull strategies can shape their campaigns. Push marketing actively promotes products to consumers, through direct channels like emails or paid ads. It’s about getting in front of the customer, often with the aim of driving immediate action.
Pull marketing, on the other hand, attracts customers through organic methods. SEO-optimized content, blog posts, and social media engagement all draw the customer in naturally. This is where interest-based marketing often shines, as it uses content to pull in consumers whose interests align with the product or brand.
For a well-rounded strategy, retailers can balance these two approaches—using push marketing to drive short-term sales and pull marketing to build long-term customer relationships.
Choosing the right platform is just as important as selecting the right strategy. Different platforms excel in either interest-based or intent-based marketing, and understanding how each one works can guide where to focus your efforts.
Facebook is a powerhouse for interest-based marketing. With its vast targeting options based on user behavior and demographics, it’s perfect for reaching broad audiences who might not yet know they need your product. A retailer selling fitness gear, for example, can target users who follow health influencers or engage with content about wellness, creating opportunities for long-term engagement.
Google is intent marketing’s champion. As the go-to search engine, it’s where users head when they’re actively looking to make a purchase. Through Google Ads, retailers can target those high-intent searches, ensuring their products show up when users are ready to buy. It’s ideal for capturing those bottom-of-the-funnel customers.
Amazon combines both strategies seamlessly. It offers intent-based advertising by reaching users already searching for products on the platform, while also allowing retailers to leverage shopping behavior to target interested customers. It’s a unique space where both awareness and intent converge.
TikTok is rapidly becoming a hub for interest-based marketing, especially among younger audiences. Retailers can create viral campaigns through TikTok’s algorithm-driven content discovery, engaging users based on their viewing habits and likes. It’s perfect for brand building, especially for companies looking to capture the attention of a trend-focused crowd.
Finally, Demand-Side Platforms (DSPs) offer automated, programmatic advertising that combines both interest and intent-based strategies. DSPs enable retailers to reach users across various platforms, ensuring their ads are seen by the right audience, at the right time, across multiple touchpoints.
Mastering retail marketing requires a dynamic approach that blends interest-based and intent-based strategies. Interest-based marketing casts the net wide, building awareness and fostering relationships, while intent-based marketing zeroes in on ready-to-buy customers, ensuring that marketing dollars drive conversions. Together, they offer a powerful one-two punch that can guide customers from discovery to purchase.
By carefully selecting the right platforms and tailoring your strategies to align with both interest and intent, retailers can maximize their reach, increase conversions, and build lasting customer relationships. The retail landscape is competitive, but those who understand how to leverage these marketing approaches will always stay ahead of the curve, delivering both short-term wins and long-term growth.