The word "intentcast" has been used by Doc Searls, one of the proponents of customera taking control of their own data vs companies take control of the data. He has written a brilliant piece in Wall Street Journal - Customer as God basis his new book intent economy.
I personally believe this is true and agree with Doc totally. Here's why there's a silent revolution that's happening in the customers' own world:
- Businesses are increasingly finding a large majority of their customers really don't want them to be reached out to. The digital mediums of mobile, web make this "shut-out" very easy. I have heard customers say that You Tube Ads are annoying - be it the banners or the ads before the videos. They just are blind spots. The best customers don't want to be bugged with messages and worst customers businesses don't care any way! They need to find a new model to appeal to both.
- It is sometimes extremely painful to provide information to businesses and many a times the same information is sought again and again across different parts of the same businesses and across the internet. Information is not seamlessly transported across the pockets of businesses or across different sites they are present on the web.
- Customer's personal information is treated with very little respect as tracking by cookies, content is widespread. Search for information is treated as " intent to buy" which may not be the real case in the offline world. Walking in the high street or mall does not mean we are opening the wallet to buy.
- Rather "intent to buy" must be treated as information and bussinesses must find flexible ways to build conversations with customers. Not all conversations are purchase conversations.
- If businesses own the platform along with customers who intend to know, understand, compare, evaluate and purchase, then at least customers will give them a chance.
- In my opinion, Intentcast is the end of the sales funnel but bussinesses that lead customers to the end of this funnel will be the ones that will gain trustshare and then marketshare.