To that end, Tapiture is tailored to leverage the trend of affluent, socially connected males with direct purchase intent.
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Ad-awareness dropped from 44% on January 15 to 38% on March 4, while purchase intent decreased from 14% to 7%.
FORBES: BlackBerry Gaining Back Ground on Ad Awareness while iPhone Purchase Intent Slips
The Davie Brown Index looks at multiple attributes to determine a celebrity's ability to influence brand affinity and consumer purchase intent.
Indeed, a study early last year found that purchase intent after viewing iPad ads was 59% higher than the print ad.
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Some are simply focused on proving there is purchase intent right off the bat, before having delved into the problem they are looking to address.
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Perhaps equally advantageous for BlackBerry is that Apple has seen both its ad awareness and purchase intent numbers for the iPhone drop during the same period.
FORBES: BlackBerry Gaining Back Ground on Ad Awareness while iPhone Purchase Intent Slips
Some in the industry view the deal as a way for Facebook to elevate online social behavior closer to search as an indicator of consumer interest and purchase intent.
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This almost certainly exaggerates the actual cannibalization of book sales by libraries (consumer marketers know that self reported purchase intent notoriously overstates actual purchase behavior), but cannibalization does occur.
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According to data from BrandIndex, the company has seen its ad awareness grow in advance of the US debut of its BlackBerry 10 OS, while purchase intent for the rival iPhone has fallen.
FORBES: BlackBerry Gaining Back Ground on Ad Awareness while iPhone Purchase Intent Slips
Although Facebook has the user base and Web-based engagement that most social companies dream of, the network is lacking the type of consumer behavior that is easily monetized in later cycles of purchase intent.
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Brand marketers already know the influence that persuasive content can have on generating intent to purchase.
On January 31, 2012, IBM purchased announced its intent to purchase Worklight for an undisclosed sum.
Unlike many users of Google or even Pinterest, Twitter users aren't browsing with a clear intent to purchase.
Brand advertising creates awareness, favorability and consideration at the top of the funnel, while search slightly overlaps with consideration and intent to purchase.
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The team built a model relating the amount of entertainment a participant experienced with both their viewing interest and their intent to purchase a brand.
Google, Facebook, Twitter, and other major online ad operators are all scrambling to prove to these big spenders that their ads can move the needle on classic metrics such as brand recognition and intent to purchase.
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Or will all four waves converge like a tidal bore of data, empowering CMOs with a more complete picture of the path to purchase from intent to transaction, and from the top of funnel to the bottom?
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As someone who remains a bit skeptical of how much social connections and sharing will provide purchasing intention signals anywhere near as effective as searches, I think the so-called interest graphs that Sparks surfaces could provide potent indicators of intent to purchase products.
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