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  What is User Intent User intent, otherwise known as query intent or search intent, is the identification and categorization of what a user online intended or wanted to find when they typed their search terms into an online web search engine for the purpose of search engine optimization or conversion rate optimization. Examples of user intent are fact-checking, comparison shopping or navigating to other websites. Optimizing for User Intent to increase ranking on search engines, marketers need to create content which best satisfies queries entered by users in their smartphones or desktops. Thus, creating content keeping the intent of the user in mind helps in increasing the value of the information being showcased. Google can show SERP features such as featured snippets, knowledge cards or knowledge panels for queries where the search intent is clear. SEO practitioners take this into account because Google can often satisfy the user intent without having the user leave Google SER...

  STUDY OF THE MODERN "CUSTOMER DATA PLATFORM"   A customer data platform is a type of packaged software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems. According to Gartner, customer data platforms have evolved from a variety of mature markets, "including multichannel campaign management, tag management and data integration." The CDP market is currently a $300 million industry and projected to reach $1 billion by 2019. Capabilities In addition, some CDPs provide additional functions such as marketing performance measurement analytics, predictive modeling, and content marketing Commonalities across CDPs: marketer-managed; unified, persistent, single database for customer behavioral, profile and other data, from any internal or external source; consi...

Strategy of Media Planning - WHAT IS MEDIA PLANNING ?   Media planning is generally outsourced to entail sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives. In the process of planning, the media planner needs to answer questions such as: How many of the audience can be reached through the various media? On which media should the ads be placed? How frequent should the ads be placed? How much money should be spent in each medium? Choosing which media or type of advertising to use can be challenging for small firms with limited budgets and know-how. Large-market television and newspapers are often too expensive for a company that services only a small area Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Since the advent of social media...