This Week's Marketing Intent Data Trend Will Astound You: Surge(R) by Bombora Shows Customers in the Center

By now, We think we've all realized that customers who have a positive experience are more likely to not only order more but also to tell their friends and coworkers about it. With the lack of physical events in the last year, technology has stepped in to fill the gap, in some cases eliminating in-person interactions.

Many people may find this current dynamic to be very transactional, as it is mostly price-driven to make a short-term transaction with customers. With more self-service choices and fewer human-to-human touch, marketers' ability to genuinely surprise and attract audiences is getting more difficult. Marketers, on the other hand, are attempting to address the issue: According to Bombora Company Surge, interest in the term "customer delight" has been trending upwards among brand marketers as of late March. If you're selling a toothbrush or a SaaS solution, the positive influence of delightful experiences will leave a positive impression on the audience – and therefore have a positive impact on sales.

Intent data also reveals that “social publishing” has risen in popularity among brands in recent weeks. Social publishing, defined as any new or emerging form of online content creation, considers a younger user audience as more millennials and Gen-Zers enter the scene wielding decision-making power. Businesses must respond rapidly to the fast pace of change to remain relevant with these audiences in the face of new technologies, evolving user preferences, and communication practices. This includes the social side, which allows audiences to respond and communicate with the brand, making social content a two-way street. This style of interaction will support all B2B and B2C companies by building a complete social experience for your brand, which can help improve trust and engagement and help you create a loyal, long-lasting customer base.

While we're on the subject of social, "social networking" was one of the most searched words by agencies this month. With the increasing role of social media in customers' lives and the fact that more conversations are taking place online than ever before, social media will help close the distance to the current customer experience. Social media, known for its agile approach, has repeatedly proved to be a powerful channel for advertisers to reach and convert customers. Any D2C businesses say that social media to be their entire business. Social media networks will play an increasingly important role in boosting sales, delivering customer support, and expanding brand awareness in the coming years.