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Understanding Intent: Stop Selling, Start Helping


Brand-building occurs through emotional connections, not persuasion. Most advertising assumes its purpose is persuasion, and therefore assumes it has to attract a high level of attention to deliver its persuasive message. The best advertising actually works through emotional processing, not persuasion, and emotional content is processed most efficiently at low levels of attention, not high. So using search to connect much earlier with potential customers and build stronger brand affinity seems so obvious. Yet so much more attention is paid to developing content online designed to sell, not to help and create that emotional connection. Find out more about how AI and Machine Learning techniques play a huge role in mapping content to intent on the customer journey.

We will have Mike Grehan (CMO & Managing Director at Acronym Media) hosted by Jim Sterne (Founder, eMetrics Summit Co-Founder Digital Analytics Association), wow!