Written by Mj de Castro
Photo courtesy of Aporia
Shai Alani, the Vice President of Marketing at the artificial intelligence (AI) control platform Aporia, has been an expert in marketing advancements for over a decade. With extensive experience in growth marketing and demand generation, he has observed the evolution of marketing tactics firsthand.
In recent years, Alani has noticed a significant shift in the marketing landscape. As traditional methods become less effective, new, more targeted techniques are gaining traction. One such method he is particularly enthusiastic about is intent marketing—a strategy that focuses on understanding and responding to potential customers’ specific needs and intentions.
His enthusiasm for intent marketing is well-founded. Recent statistics show that intent-based ads are 250% more efficient than traditional advertising campaigns. Furthermore, 96% of marketers have reported success when using intent data to achieve their goals in the business-to-business sector, where Aporia operates.
How AI Sparked the Decline of Traditional Marketing
According to Alani, the emergence of AI has been a game-changer in the marketing world, revolutionizing how companies gather and utilize data. Traditional marketing methods now seem outdated and inefficient.
“AI-powered tools can process vast amounts of data in real-time, giving marketers unprecedented insights into consumer behavior and preferences,” he shares.
As VP of Marketing at Aporia, Alani has witnessed firsthand how artificial intelligence is transforming industries across the board. This cross-industry transformation has given him unique insights into how AI reshapes marketing strategies. “Working within an AI-focused environment has allowed me to see how AI’s capabilities—such as hyper-personalization and real-time responsiveness—can be leveraged to make marketing more effective than ever before,” he explains. Alani emphasizes that this level of precision and adaptability was unattainable with traditional marketing techniques, marking a pivotal shift in how businesses engage with consumers.
The Move to Intent Marketing
Alani explains that the transition to intent marketing is a natural progression in the age of AI. “Intent marketing concentrates on understanding potential customers’ specific needs and intentions. Through this approach, companies can deliver highly targeted and relevant marketing messages,” he says.
He notes that the shift toward intent marketing is driven by the growing availability of data and advancements in Generative AI (GenAI). These technologies allow marketers to identify and respond to buying intent signals in real-time.
Why Intent Marketing Is Vital
In today’s hypercompetitive business environment, intent marketing is indispensable. By focusing on potential customers’ specific intentions, companies can deliver more relevant and timely marketing messages, increasing the likelihood of conversion and enhancing customer engagement.
Alani points out that one of the main advantages of intent marketing is increased productivity. Targeting customers with a genuine interest or intent to purchase enables brands to optimize their marketing spend and improve their return on investment (ROI).
This strategy aligns perfectly with the growing consumer demand for personalized experiences. “By responding to individual customer intentions, companies can create more valuable interactions with their audience,” he says.
What Is Next for Marketing?
When asked about the future of marketing, Alani predicts that AI and machine learning technologies will play an increasingly significant role. “I anticipate a world where marketing becomes more predictive and proactive. At Aporia, we are already exploring ways to use these advanced technologies to boost any company’s ROI in their marketing efforts,” he explains.
He also expects the distinction between marketing and customer experience to continue blurring. Marketing will evolve into a more comprehensive strategy for customer engagement, encompassing every touchpoint in the customer journey.
Moreover, Alani believes ethical considerations will play a larger role in marketing. As AI and data-driven marketing become more prevalent, issues of privacy and fairness will take center stage. “Companies must think carefully about privacy and transparency with customers. People might worry about how their personal information is used, so marketers need to address these concerns and partner with reliable entities to guarantee transparency,” he advises.
One thing is clear: Companies that adapt and innovate, like Aporia, will be best equipped to thrive in a dynamic marketing environment.
