COLOGNE — Consumer intent has become the most important variable for marketers to tap into, according to <\/span>Michael Kahn<\/span><\/a>, CEO of the Publicis-owned performance marketing agency Performics. <\/span><\/p>\n

\u201cI believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,\u201d he says in an interview with Beet.TV recorded last month at DMEXCO. Making a case for intent\u2019s importance, he observes that it dictates why people go to a website, visit a store, respond to a friend\u2019s social query and, ultimately, make a purchase. <\/span><\/p>\n

He also expects to see more and more marketers using content to create personalized experiences at scale, and this will be enabled by programmatic buying. \u00a0<\/span><\/p>\n

\u201cI think programmatic\u2019s going to be tied more and more to content,\u201d he says.<\/span><\/p>\n

He observes that many marketers attend DMEXCO\u00a0to learn about advances in data and analytics.<\/span><\/p>\n

\u201c[It\u2019s] why DMEXCO only gets bigger every single year, because of all the people focused on how to leverage the digital age and the digital moment,\u201d he says.<\/span><\/p>\n

This video is part of a series from DMEXCO, presented by Mediaocean. <\/span><\/i>Please visit this page<\/span><\/i><\/a> for our other videos.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

COLOGNE — Consumer intent has become the most important variable for marketers to tap into, according to Michael Kahn, CEO of the Publicis-owned performance marketing agency Performics. \u201cI believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,\u201d he says in an interview with Beet.TV recorded last […]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5396,5404],"tags":[5423,5424],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35575"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=35575"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/35575\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=35575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=35575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=35575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}