{"product_id":"138738","title":"The Intent Marketing Revolution ","description":"\u003ccenter\u003e\u003cdiv style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/tmgdisk01.cafe24.com\/images\/vs\/4172\/sv\/3jXPCfAMvqpyW3JgCn7D8wNwQAe2BL.png?v=1765067620\" style=\"max-width:100%;max-height:10px\"\u003e\u003c\/div\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\n\n\u003cdiv style=\"width:95%\"\u003e\n\n\u003cdiv style=\"text-align:center;font-size:30px;font-weight:bolder;line-height:1.6em\"\u003e The Intent Marketing Revolution \u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"border-bottom:1px;border-bottom-style:dotted;border-color:;padding-bottom:20px\"\u003e\u003ccenter\u003e\u003ctable align=\"center\" width=\"100%\"\u003e\u003ctbody style=\"border:0px\"\u003e\n\n\u003ctr\u003e\u003ctd align=\"center\" style=\"line-height:1.2em;text-align:center;font-size:18px;color:black;font-weight:bold;padding-bottom:20px;\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\u003ctr\u003e\u003ctd style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/image.yes24.com\/goods\/146262310\/XL\" style=\"max-width:100%;height:auto\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\n\u003c\/tbody\u003e\u003c\/table\u003e\u003c\/center\u003e\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;{split_style6}padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e Description \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;word-break:break-all;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eBook Introduction\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\u003cdiv\u003e \u003cb\u003eCustomer intent is the starting point of a new brand growth strategy!\u003cbr\u003e Read your customer journey from search data and translate it into brand strategy!\u003cbr\u003e What are the hidden concerns and needs of customers discovered through search data, and what are the answers for brand growth?\u003cbr\u003e This is a \"practical intent marketing strategy\" that listens to the voice of the customer, from the customer journey to SEO (search engine optimization), content, CEP (category entry point) analysis, and full-funnel marketing.\u003cbr\u003e Put it into practice now\u003cbr\u003e\u003cbr\u003e | Who should read this |\u003cbr\u003e\u003c\/b\u003e \u003cbr\u003eMarketers who want to find new growth engines for their brands\u003cbr\u003e Researchers who follow market trends to find new market opportunities\u003cbr\u003e · Brand managers who want to design customer journeys based on data\u003cbr\u003e · Advertising practitioners who want to implement content and SEO under an integrated strategy\u003cbr\u003e · Management that considers marketing that goes beyond short-term performance and achieves sustainable growth\u003c\/div\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cul\u003e\u003cli\u003e You can preview some of the book's contents.\u003cbr\u003e \u003cspan\u003ePreview\u003c\/span\u003e\n\n\u003c\/li\u003e\u003c\/ul\u003e\u003c\/div\u003e\n\u003c\/div\u003e \",\"\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eindex\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \u003cb\u003ePart 1: Understanding Intent Marketing\u003cbr\u003e Rewriting Marketing Strategies with Search Data\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Chapter 1: The Art of Reading Consumer Minds\u003cbr\u003e _The Beginning of Intent Marketing\u003cbr\u003e 1.1 What is Intent Marketing?\u003cbr\u003e 1.2 Real needs read from search data\u003cbr\u003e 1.3 The Impact of Intent Marketing on Business\u003cbr\u003e 1.4 Synergy between Branding and Intent Marketing\u003cbr\u003e 1.5 The Birth of Intent Marketing: A Shift in the Marketing Paradigm\u003cbr\u003e 1.6 Summary\u003cbr\u003e __Key Points\u003cbr\u003e \u003cbr\u003eChapter 2: How to Uncover Hidden Intents in the Customer Journey\u003cbr\u003e _Search-Based Customer Journey Mapping Strategy\u003cbr\u003e 2.1 How the Customer Journey Changes Marketing\u003cbr\u003e __2.1.1 Insights from Customer Journey Mapping\u003cbr\u003e __2.1.2 Strategic Use of Customer Journey Maps and Considerations\u003cbr\u003e 2.2 Customer journey map drawn with search data\u003cbr\u003e __2.2.1 Customer Journey Map Using Search Data Mapping\u003cbr\u003e __2.2.2 Customer Journey Mapping Using Traditional Research Methods\u003cbr\u003e __2.2.3 Customer Journey Map Template Example\u003cbr\u003e 2.3 Marketing Insights through Intent Mapping\u003cbr\u003e __2.3.1 Identifying consumer interest topics at each stage of the customer journey\u003cbr\u003e __2.3.2 Identifying buying factors that influence consumer purchasing decisions\u003cbr\u003e __2.3.3 Understanding unaided brand awareness at each stage of the customer journey\u003cbr\u003e __2.3.4 Understanding consumer perception, positioning, and customer interest topics by brand\u003cbr\u003e __2.3.5 Identifying consumer complaints about products\u003cbr\u003e __2.3.6 Understanding the competitive landscape between brands in the customer journey\u003cbr\u003e __2.3.7 Determining the potential market size of new products \u003cbr\u003e__2.3.8 Identifying Key Media Touchpoints at Each Customer Journey Stage\u003cbr\u003e 2.4 Industry-Specific Customer Journey Intent Map Case Studies\u003cbr\u003e __2.4.1 Imported automobile sector\u003cbr\u003e __2.4.2 Insurance sector\u003cbr\u003e __2.4.3 Men's cosmetics sector\u003cbr\u003e __2.4.4 Global Electric Vehicle Sector\u003cbr\u003e __2.4.5 Content IP field\u003cbr\u003e __2.4.6 TOEIC test areas\u003cbr\u003e 2.5 Summary\u003cbr\u003e __Key Points\u003cbr\u003e\u003cbr\u003e Chapter 3: Intent Marketing Framework\u003cbr\u003e _Designing customer touchpoints through funnels and media\u003cbr\u003e 3.1 Connect your marketing funnel, sales funnel, and customer intent.\u003cbr\u003e __3.1.1 Marketing Funnel vs. Sales Funnel\u003cbr\u003e __3.1.2 Triple media as customer touchpoints within the sales funnel\u003cbr\u003e __3.1.3 Effects of Linking Marketing Funnels and Sales Funnels\u003cbr\u003e 3.2 Triple Media as a Point of Contact between Intent and Content\u003cbr\u003e 3.3 A full-funnel media strategy that integrates all stages of the customer journey.\u003cbr\u003e __3.3.1 Initial Exploration Phase\u003cbr\u003e __3.3.2 Information search phase\u003cbr\u003e __3.3.3 Experience Exploration Stage\u003cbr\u003e __3.3.4 Purchase Confirmation Step\u003cbr\u003e __3.3.5 Post-purchase steps\u003cbr\u003e 3.4 The Future of Customer Journey Design Beyond the Funnel \u003cbr\u003e__3.4.1 Limitations and Criticisms of the Funnel Model\u003cbr\u003e __3.4.2 An Integrated Approach to Network Models and Funnel Models\u003cbr\u003e __3.4.3 Looking Ahead: The Funnel Is Evolving\u003cbr\u003e 3.5 Summary\u003cbr\u003e __Key Points\u003cbr\u003e\u003cbr\u003e Chapter 4: Finding Brand Growth Opportunities with Intent Data\u003cbr\u003e _Category Entry Point Strategy\u003cbr\u003e 4.1 Problems Hindering Brand Growth: Why Existing Strategies Lose Customers\u003cbr\u003e __4.1.1 Limitations of Existing Branding Approaches\u003cbr\u003e __4.1.2 Absence of data-driven approach and its consequences\u003cbr\u003e __4.1.3 How Intent Marketing Transforms Brand Strategy\u003cbr\u003e 4.2 Category Entry Points: Strategies for Capturing Purchase Situations\u003cbr\u003e __4.2.1 The Role of CEP in the Consumer Purchase Journey\u003cbr\u003e __4.2.2 Limitations of CEP Discovery Based on Surveys\u003cbr\u003e __4.2.3 CEP Discovery Based on Search Data and Its Advantages\u003cbr\u003e __4.2.4 CEP Analysis Method Using Listening Mind Cluster Finder\u003cbr\u003e 4.3 How Global Brands Dominate CEP\u003cbr\u003e __4.3.1 Sneakers Case\u003cbr\u003e __4.3.2 KitKat Case\u003cbr\u003e __4.3.3 Coca-Cola Case \u003cbr\u003e4.4 How to design the moment when your brand is chosen\u003cbr\u003e __4.4.1 How can brands delve into consumers' CEP?\u003cbr\u003e __4.4.2 Strengthening CEP through brand campaigns\u003cbr\u003e 4.5 Roadmap for Establishing a CEP Strategy Based on Search Data\u003cbr\u003e __4.5.1 Consumer Search Sequence Data Collection and Analysis\u003cbr\u003e __4.5.2 Deriving CEP candidates through keyword clustering\u003cbr\u003e __4.5.3 Competitor Analysis by CEP\u003cbr\u003e __4.5.4 Identifying Opportunity Areas and Prioritizing CEPs\u003cbr\u003e __4.5.5 Establishing and Executing a CEP-Based Brand Strategy\u003cbr\u003e __4.5.6 Continuous data-driven improvement and enhancement\u003cbr\u003e 4.6 Summary\u003cbr\u003e __Key Points\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePart 2: Implementing Intent Marketing\u003cbr\u003e _Building brand touchpoints and enhancing exposure\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Chapter 5: Consumer Intent Targeting\u003cbr\u003e _Building strategic content assets\u003cbr\u003e 5.1 Targeting Consumer Intent with Content\u003cbr\u003e 5.2 6-Step Process for Building Content Assets\u003cbr\u003e __5.2.1 Topic and Keyword Selection\u003cbr\u003e __5.2.2 Selecting a response channel\u003cbr\u003e __5.2.3 Summary\u003cbr\u003e __5.2.4 Format Summary\u003cbr\u003e __5.2.5 Using target keywords and related keywords\u003cbr\u003e __5.2.6 Link Utilization \u003cbr\u003e5.3 Content Strategy by Page Type: What to Put on Which Page\u003cbr\u003e __5.3.1 Blog Page\u003cbr\u003e __5.3.2 Customer Support Page\u003cbr\u003e __5.3.3 Product List Page (PLP)\u003cbr\u003e __5.3.4 Product Detail Page (PDP)\u003cbr\u003e __5.3.5 Event Page\u003cbr\u003e __5.3.6 PR Content Page\u003cbr\u003e 5.4 Real-World Examples of Intent-Based Content Strategy\u003cbr\u003e __5.4.1 Informational Content: Blogs\u003cbr\u003e __5.4.2 Transactional Content: Product Detail Page\u003cbr\u003e __5.4.3 Content Silos\u003cbr\u003e 5.5 A strategy where the brand itself becomes the media.\u003cbr\u003e __5.5.1 A website is not just a company profile.\u003cbr\u003e __5.5.2 Advice for Building Branded Media\u003cbr\u003e 5.6 Intent Data-Driven Content Strategy for B2B Products\u003cbr\u003e __5.6.1 The Need for Content Strategy in B2B Marketing\u003cbr\u003e __5.6.2 Developing a Content Strategy in B2B Marketing\u003cbr\u003e __5.6.3 The Effectiveness of Content Strategy in B2B Marketing\u003cbr\u003e 5.7 Content Asset Building Strategy Using AI\u003cbr\u003e __5.7.1 Things to Consider When Creating Content Using AI \u003cbr\u003e__5.7.2 Search Engine Evaluation of Content Using Artificial Intelligence\u003cbr\u003e 5.8 Summary\u003cbr\u003e __Key Points\u003cbr\u003e\u003cbr\u003e Chapter 6: SEO Implementation Strategies for Brand Growth\u003cbr\u003e If you can't see it, it doesn't exist.\u003cbr\u003e 6.1 SEO Strategy for Each Customer Journey Stage\u003cbr\u003e __6.1.1 Initial Exploration\u003cbr\u003e __6.1.2 Information seeking and experience seeking stages\u003cbr\u003e __6.1.3 Purchase Confirmation Step\u003cbr\u003e __6.1.4 Post-purchase steps\u003cbr\u003e 6.2 An SEO Framework for Designing Customer-Brand Connections\u003cbr\u003e __6.2.1 Customer Intention Analysis\u003cbr\u003e __6.2.2 Intent Mapping and Content Planning\u003cbr\u003e __6.2.3 Technical SEO Settings\u003cbr\u003e __6.2.4 Performance Measurement and Feedback Repeat\u003cbr\u003e 6.3 Intent-Based Onsite\/Offsite SEO Strategy\u003cbr\u003e __6.3.1 On-Site SEO: Optimizing Your Website to Improve Customer Experience\u003cbr\u003e __6.3.2 Offsite SEO: Strengthening the Connection Between Your Brand and Customers\u003cbr\u003e 6.4 The Strategic Value of SEO Centered on Customer Intent\u003cbr\u003e __6.4.1 Simple Inflow vs. Relationship Building: Performance Differences Based on SEO Perspective\u003cbr\u003e __6.4.2 The Power of Consumer Intention-Driven Content \u003cbr\u003e__6.4.3 The first impression that makes people choose a brand: 'Search experience'\u003cbr\u003e __6.4.4 The end of search-based experience boils down to 'trust'\u003cbr\u003e 6.5 Key SEO Elements for Intent Marketing\u003cbr\u003e __6.5.1 Understanding Search Engines\u003cbr\u003e __6.5.2 Understanding SEO Elements\u003cbr\u003e 6.6 SEO Implementation Strategies by Site Type\u003cbr\u003e __6.6.1 Common Website SEO Elements\u003cbr\u003e __6.6.2 Manufacturer's Site\u003cbr\u003e __6.6.3 E-commerce site\u003cbr\u003e __6.6.4 Global Site\u003cbr\u003e __6.6.5 Content Site\u003cbr\u003e __6.6.6 Community Site\u003cbr\u003e __6.6.7 Platform Site\u003cbr\u003e 6.7 Summary\u003cbr\u003e __Key Points\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePart 3: Validating Intent Marketing\u003cbr\u003e _Practical examples of using listening mind to prove search data\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Chapter 7: Intent Marketing Analysis Strategies Learned in the Field\u003cbr\u003e _Reading Consumers' Minds with Search Data\u003cbr\u003e 7.1 Beauty Skincare: Consumers Express Their Concerns in Keywords\u003cbr\u003e __7.1.1 Real Interests in the Beauty Market as Seen Through Search Data\u003cbr\u003e __7.1.2 Skin concerns and search keywords that vary by age group \u003cbr\u003e__7.1.3 Discover opportunities in keywords with rapidly increasing search volume\u003cbr\u003e __7.1.4 Search data is not just market research.\u003cbr\u003e Interview: Trends Should Be Read with Data, Not Guessing - Samsung C\u0026amp;T Fashion Research Team\u003cbr\u003e 7.2 Health Functional Foods: The Moment of Brand Discovery Revealed by Search Flow\u003cbr\u003e __7.2.1 When are brands searched and how are they compared?\u003cbr\u003e __7.2.2 Job theory-based persona created from search data\u003cbr\u003e __7.2.3 Customer journeys that change over time\u003cbr\u003e 7.3 Hair Loss: A Sensitive Concern, Searching First\u003cbr\u003e __7.3.1 Hair Loss Market: Needs Understood Through Search Data\u003cbr\u003e __7.3.2 Customer questions and messaging strategies that change step by step\u003cbr\u003e __7.3.3 Flow content according to the customer journey\u003cbr\u003e Interview: Search Data: The Language of Understanding Customers and the Basis of Persuasion - DXE Data Consulting Team\u003cbr\u003e 7.4 Pets: The Market Opportunity Discovered in \"My Dog Won't Eat\" \u003cbr\u003e__7.4.1 Grouping customer questions reveals needs\u003cbr\u003e __7.4.2 CEP strategy starts from the ‘situation’, not the product\u003cbr\u003e 7.5 Fluid: Follow search data to see new customers.\u003cbr\u003e __7.5.1 Hidden Demand of Unseen Customers Discovered by Search\u003cbr\u003e __7.5.2 Creating a Data-Driven Target Expansion Strategy\u003cbr\u003e 7.6 Summary\u003cbr\u003e Interview: Search is a voluntary consumer survey - Chong Kun Dang Health \u0026amp; Fitness Food Marketing Team\u003cbr\u003e __Key Points\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e \",\"\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eDetailed image\u003c\/b\u003e \u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cdiv\u003e\u003cimg src=\"https:\/\/image.yes24.com\/momo\/TopCate5320\/MidCate006\/531959635.jpg\" border=\"0\" alt=\"Detailed Image 1\"\u003e\u003c\/div\u003e\u003c\/div\u003e \",\"\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eInto the book\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \"Marketing that understands consumer intent and proactively provides what they want, and marketing that mimics already popular products without understanding consumer intent and increases sales by increasing advertising exposure—these two approaches are completely opposite.\"\u003cbr\u003e --- p.34\u003cbr\u003e \u003cbr\u003eThe first reason search data is so attractive is that consumers input their own desires and interests into search engines without worrying about what others think.\u003cbr\u003e --- p.44\u003cbr\u003e\u003cbr\u003e Search data reflects consumers' most intimate desires and interests.\u003cbr\u003e … is to enter your inner thoughts, which you don’t tell anyone, into a search bar rather than a diary.\u003cbr\u003e --- p.45\u003cbr\u003e\u003cbr\u003e \"Only brands that deeply understand consumers' information-seeking processes can capture their attention, earn their trust, and naturally lead them to purchase.\"\u003cbr\u003e --- p.72\u003cbr\u003e\u003cbr\u003e “The customer journey should be understood as a ‘flow of intent’ rather than a chronological funnel structure.”\u003cbr\u003e --- p.84\u003cbr\u003e\u003cbr\u003e “The marketing funnel and the sales funnel are not separate, independent processes, but are deeply interconnected through consumer behavior.”\u003cbr\u003e --- p.145\u003cbr\u003e\u003cbr\u003e “The funnel never died. \u003cbr\u003eRather, it is evolving into a richer and more sophisticated form through integration with network models, and this integrated approach will be the key to solving the complex challenges of modern marketing.”\u003cbr\u003e --- p.186\u003cbr\u003e\u003cbr\u003e “While traditional brand strategies focus solely on a brand’s unique image or unique selling proposition (USP), CEP focuses on the moments when consumers actually think of a product category.\u003cbr\u003e This is an approach that redefines brand strategy from a consumer perspective, focusing on the question, “When, where, and under what circumstances will consumers think of our brand?”\u003cbr\u003e --- p.194\u003cbr\u003e\u003cbr\u003e “When a brand is strongly connected to a specific consumer moment, it becomes more than just a product name; it becomes part of the experience. \u003cbr\u003eSnickers became my friend when I was hungry, Kit Kat became my companion when I was resting, and Coca-Cola became the refreshing drink on a hot day and the joy of eating.”\u003cbr\u003e --- p.216\u003cbr\u003e\u003cbr\u003e “CEP is the key link between branding and business growth… Now, we can replace it with CEP discovery based on search data, which is unbiased, comprehensive data.\u003cbr\u003e …we can now execute a consistent strategy, from intent data-driven to full-funnel marketing communications that span the entire customer journey.\u003cbr\u003e This approach can be called branding that listens to the voice of the customer through data.\u003cbr\u003e This will enable continued brand growth in a rapidly changing market environment.”\u003cbr\u003e --- p.234\u003cbr\u003e\u003cbr\u003e “Today’s consumers are constantly searching for information and are exposed to a vast amount of content before making a purchase decision. \u003cbr\u003eHowever, indiscriminate exposure to advertisements or brand-centric messages can actually lead to a loss of trust by increasing consumer fatigue rather than attracting their attention.\u003cbr\u003e So how can we get consumers to discover, trust, and voluntarily purchase our brand? Intent marketing answers this question by creating a connection between brand and consumer by providing the information they need, at the moment they need it, through the most appropriate channel and format.\u003cbr\u003e --- p.238\u003cbr\u003e\u003cbr\u003e “No matter how well you create content, if it’s not visible in search results, it’s like it doesn’t exist.\u003cbr\u003e Chapter 6 now covers search engine optimization (SEO) strategies to maximize the performance of intent marketing. \u003cbr\u003eBeyond simple keyword insertion or title setting, we'll explore specific SEO strategies for each stage of the customer journey, what page structure is appropriate depending on informational vs. transactional intent, and how to structure metadata to drive clicks on search results pages.\u003cbr\u003e …an SEO strategy centered on search intent makes your content 'discoverable' and your brand 'rememberable.'\u003cbr\u003e --- p.307\u003cbr\u003e\u003cbr\u003e \"SEO is no longer simply a technical task; it's evolving into a core tool for understanding customer search behavior and designing touchpoints with your brand throughout the customer journey.\"\u003cbr\u003e --- p.317\u003cbr\u003e\u003cbr\u003e “On-site SEO is directly related to customer experience, including content quality, structure, and speed, while off-site SEO is a medium for building trust and expanding brand awareness. \u003cbr\u003eWhen these two axes are designed around customer intent, SEO becomes a sustainable marketing strategy that goes beyond simple exposure and connects to brand value.”\u003cbr\u003e --- p.324\u003cbr\u003e\u003cbr\u003e “Customers leave questions in the search box, and we need to respond with content that answers those questions.\u003cbr\u003e …you need to understand the context beyond the words entered in the search bar, and understand customers' real concerns, behavioral patterns, and reasons for their choices beyond keywords.”\u003cbr\u003e --- p.380\u003cbr\u003e\u003cbr\u003e “Search is the most honest language consumers voluntarily reveal.\u003cbr\u003e The short search term you type on your keyboard at the moment you want to solve a problem on your own, without relying on advertising or campaigns, contains the consumer's situation, context, needs, and concerns.\u003cbr\u003e But real insight comes from understanding not just “what was searched,” but “why did they search that way?” and “what flow led to it.”\u003cbr\u003e --- p.384\u003cbr\u003e \u003cbr\u003e“Uncovering the moments when consumers need your product from search data is a key process for uncovering new market opportunities.\u003cbr\u003e …brands that effectively utilize CEPs become a natural part of consumers’ daily lives, making them feel like a part of their lives.\u003cbr\u003e This creates an emotional connection to the brand, leading to an ongoing brand relationship rather than a one-time purchase.”\u003c\/div\u003e\n\u003cdiv\u003e --- p.431\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e \",\"\u003cdiv\u003e\u003ch5\u003e \u003cb\u003ePublisher's Review\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \u003cb\u003e| What this book covers |\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e 'Search' is the first conversation consumers have with a brand.\u003cbr\u003e This book guides you through strategies that uncover the hidden intent within consumers' search data and help them discover your brand when and how they need it.\u003cbr\u003e\u003cbr\u003e Brands must now go beyond simple advertising exposure to provide answers to consumers in the most appropriate way at the moment they want them. \u003cbr\u003eThrough intent marketing, guided by this book, you'll discover brand growth opportunities hidden within consumer search data and learn strategies to connect them to sustainable results.\u003cbr\u003e\u003cbr\u003e In an era where \"information found directly is more trustworthy than brand advertising,\" customers first choose \"brands that understand their problems.\"\u003cbr\u003e This book explains how to turn the most real-time and honest consumer search data of this very moment into a \"map for brand growth.\"\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e \u003cb\u003e| Structure of this book |\u003cbr\u003e\u003cbr\u003e Part 1: Understanding Intent Marketing\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e In an era where consumers trust their own research more than brand advertising, marketers must now consider \"what to hear\" rather than \"what to say.\" \u003cbr\u003eChapter 1, \"The Art of Reading Consumer Minds,\" examines intent marketing, which redesigns marketing strategies based on the desires and concerns consumers reveal in search engines in today's weakened cookie-based targeting landscape. It also highlights the importance of understanding consumers' intent and connecting brands with the information they need, when they need it.\u003cbr\u003e\u003cbr\u003e Consumers act through search in stages, from need recognition to exploration, comparison, and purchase, and this flow is directly reflected in search keywords.\u003cbr\u003e Chapter 2, \"Uncovering Hidden Intents in the Customer Journey,\" explores how to dramatically improve the precision of your marketing strategy by visualizing the entire customer journey like a map by reading the flow of intent contained in search terms.\u003cbr\u003e \u003cbr\u003eChapter 3, \"The Intent Marketing Framework,\" reframes the marketing funnel and sales funnel as a single, connected journey rather than separate, disconnected concepts, and presents a marketing design method centered on consumer intent by appropriately deploying a triple media strategy at each touchpoint.\u003cbr\u003e It demonstrates that funnels are no longer linear structures, but rather organically linked and actionable strategies aligned with customer behavior.\u003cbr\u003e\u003cbr\u003e The reason why well-known brands don't translate into sales is because the brand doesn't come to mind at the moment of purchase.\u003cbr\u003e Chapter 4, \"Finding Brand Growth Opportunities with Intent Data,\" delves into category entry points (CEPs), the moments when consumers think of a specific product category when making a purchase.\u003cbr\u003e Learn how to use search data to find the CEP that best suits your brand.\u003cbr\u003e \u003cbr\u003ePart 1 was written by author Park Se-yong.\u003cbr\u003e This book systematically explains the philosophy and fundamental structure of intent marketing, as well as the strategic approach based on it, and presents the perspectives and language that marketers need to re-evaluate in the changing digital environment.\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePart 2: Implementing Intent Marketing\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Chapter 5, \"Targeting Consumer Intent,\" focuses on content strategy and provides practical insights into content design and operation based on actual search intent.\u003cbr\u003e We teach you how to systematically design and operate content according to search intent, including keyword selection, channel selection, format planning, and internal\/external link design.\u003cbr\u003e Marketing success depends on how accurately your content answers your consumers' questions.\u003cbr\u003e This chapter was written by Gilseon Jeong, who has been working on search-based content marketing projects for several years, and is packed with practical know-how that can be applied immediately in the field.\u003cbr\u003e \u003cbr\u003eChapter 6, \"SEO Implementation Strategies for Brand Growth,\" goes beyond the technical elements of search engine optimization (SEO) to explore how search, the \"customer touchpoint,\" can be extended to brand trust.\u003cbr\u003e This chapter details on- and off-site SEO strategies, as well as search engine optimization techniques.\u003cbr\u003e Search Engine Optimization (SEO) goes beyond technology to create touchpoints that connect you with your customers.\u003cbr\u003e Search is the space that best reflects consumer intent, so search results should be designed to display the optimal content at each stage of the customer journey.\u003cbr\u003e This chapter demonstrates how search-based marketing builds brand trust, detailing on- and off-site SEO strategies and practical technical elements that strengthen your search engine presence.\u003cbr\u003e Written by Hyungwoo Kwon, who has been leading SEO at Ascent Korea for many years.\u003cbr\u003e\u003cbr\u003e \u003cb\u003ePart 3: \"Verifying Intent Marketing\"\u003cbr\u003e\u003c\/b\u003e \u003cbr\u003eChapter 7, \"Learning Intent Marketing Analysis Strategies from the Field,\" provides a realistic overview of intent marketing cases across various industries, including beauty, hair loss, health functional foods, pets, and liquid foods.\u003cbr\u003e Data can help you understand what keywords customers use to express their concerns and how their journey unfolds.\u003cbr\u003e Search terms aren't just keywords; they're data reflecting real-world situations and context. Analyzing these trends shows you can capture untapped customers and connect your brand to the moment of purchase.\u003cbr\u003e Industry interviews, especially those that incorporate a listening mindset, provide vivid experiences and insights.\u003cbr\u003e Written by Han Cho-rong, who oversaw domestic and international marketing and sales for Listening Mind.\u003cbr\u003e\u003cbr\u003e \u003cb\u003e[Author's Note]\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e “Customers’ sincerity is recorded in the search.\u003cbr\u003e Opportunity belongs to those who read the flow.\u003cbr\u003e Marketing must now be designed around 'intent' rather than target. \u003cbr\u003eWhat we need is the ability to read search flows and translate them into strategies.”\u003cbr\u003e\u003cbr\u003e This book redefines modern marketing strategy by capturing the essence of search data-driven intent marketing.\u003cbr\u003e Beyond the limitations of traditional advertising and performance marketing, we present a method for developing marketing strategies by analyzing the desires and customer journeys consumers honestly reveal through search with high resolution and clarity.\u003cbr\u003e\u003cbr\u003e We also systematically organize methodologies for analyzing consumer intent and applying it to brand strategy, media operations, content planning, and search engine optimization (SEO).\u003cbr\u003e Through search data, we interpret consumer needs and problem-solving processes, and based on this, we provide a marketing framework that goes beyond performance marketing to encompass continuous brand growth and customer relationship building.\u003cbr\u003e \u003cbr\u003eThe core of this book is analyzing consumer intent and customer journeys using search data, and based on this, optimizing the role of triple media—owned, earned, and paid media—in the marketing and sales funnels.\u003cbr\u003e In particular, we present a long-term growth plan for your brand by combining content asset building strategies with SEO strategies.\u003cbr\u003e\u003cbr\u003e This book is structured as a standalone learning unit, allowing each chapter to be utilized by a variety of business professionals, including marketers, brand managers, content planners, SEO specialists, salespeople, data analysts, and executives, according to their individual needs.\u003cbr\u003e This book's greatest strength lies in its approach, which goes beyond theory to provide practical implementation strategies, based on a wealth of real-world business cases and data.\u003cbr\u003e \u003cbr\u003eBrands must now go beyond simple advertising exposure to provide answers to consumers in the most appropriate way at the moment they want them.\u003cbr\u003e Through intent marketing, guided by this book, you'll discover brand growth opportunities hidden within consumer search data and learn strategies to connect them to sustainable results.\u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e \"]\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e GOODS SPECIFICS \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eDate of issue:\u003c\/strong\u003e May 13, 2025\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003ePage count, weight, size:\u003c\/strong\u003e 456 pages | 150*215*22mm\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN13:\u003c\/strong\u003e 9791189909864\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN10:\u003c\/strong\u003e 1189909863 \u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cspan\u003e\u003c\/span\u003e\n\n\u003c\/center\u003e\n\n\n\u003c\/center\u003e","brand":"LIBRAIRIE COREENNE","offers":[{"title":"Default Title","offer_id":43893279916074,"sku":"138738","price":36.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0683\/2750\/5962\/files\/ed86345e28dd11383997952cabafa7a6.jpg?v=1765395427","url":"https:\/\/librairie.coreenne.fr\/en\/products\/138738","provider":"LIBRAIRIE COREENNE","version":"1.0","type":"link"}