CHINA – Intel needed an agile and adaptive solution for content-creation needs across all channels. Combining real-time audience targeting, ‘dynamic creative’ and native ads in Intel’s B2B marketing brought the brand increases in engagement and media efficiency.
Background
As an ingredient brand, Intel doesn’t sell its products directly to IT decision makers. This meant that Intel was lacking audience insights with no database of those decision makers. Before this, the brand could only serve ‘standard creatives’ to prospects with diversified media behaviour.
To influence purchase intent in more ways, Intel required a better way to learn what messaging really worked and in what context, in order to eliminate wasted impressions. This highlighted the need to gather audience behavioural data for a holistic understanding of Intel’s prospects so that they could be driven to Intel’s landing pages and converted using dynamic messaging.