Learn more about the role of intent in telling you where your audience is in their decision journey, how warm they are, and how close they are to converting.
Modern marketing feels a lot like walking into a Vegas buffet. There’s endless choices, flashy signs, and a lot of temptation to pile everything on your plate because hey, it’s there. But when you overfill, you usually walk away bloated, overwhelmed, and wondering why you didn’t just start with what you actually wanted.
That’s what today’s marketing landscape looks like. From Apple Ads and social media campaigns to influencer partnerships and OTT video placements, the modern marketing toolkit is more diverse than ever before. Especially with that rogue podcast placement someone swore would “go viral,” it’s easy to get distracted.
According to recent estimates, global advertising spend is projected to exceed $750 billion in 2024, with digital formats accounting for over 59% of that investment. In the United States alone, digital ad spend will represent more than 77% of the total advertising market.
But the real winners aren’t the ones trying everything, but rather they’re the ones who ask one thing first: What is my audience actually here for?
We’re big believers at Liberteenz that intent should guide everything. The guiding factors should not be platform trends, not vanity metrics, and not what your competitor just did. Intent tells you where your audience is in their decision journey, how warm they are, and how close they are to converting.
Each marketing channel serves a distinct role in the customer journey:
When focusing on app marketing, the buffet feels endless and throwing everything on your plate may appear like value, but strategic choices are a better bang for your buck. Choosing the right mix depends heavily on the stage of the funnel and how much intent the user has shown.
User intent should be the North Star of any marketing strategy, or rather the king crab legs at the buffet. Intent signals help determine:
For instance, someone searching "best budget fitness tracker" on Google is miles ahead in decision-making compared to a TikTok user passively watching a fitness influencer video. While both users are valuable, the former is far more conversion-ready.
By aligning budget allocation with the strength of intent, marketers can:
Platforms like Apple Ads and Google Play custom listings let you meet users with laser-sharp intent, rather than the passive browsers. If someone searches for “free fitness tracker,” and you offer just that, you’re not advertising, you’re solving the potential user’s need.
Despite user intent being so meaningful in modern day marketing, a significant portion of brand advertising dollars continues to go toward campaigns that are difficult to measure or are optimized solely for vanity metrics like impressions or views. The endless rows of pasta at the buffet are exciting, just like impressions and views, but we’re really looking for the big ticket items.
According to a recent eMarketer report, over 40% of marketers say they are increasing their investment in brand awareness campaigns without a strong attribution or conversion strategy attached. On top of that, a Dentsu study showed that only 36% of marketing leaders feel confident in their ability to link campaign performance to actual revenue outcomes.
This disconnect results in billions of dollars being funneled into channels that may generate exposure but lack the data depth needed to inform future strategic decisions. It’s like walking into the buffet with a blindfold on and grabbing anything you can feel, rather than strategically choosing what you’re looking for.
It is increasingly important that marketing leaders evaluate not just where they're visible, or how much they can grab, but where they're learning about their customers in a way that translates to long-term revenue growth.
We love app marketing because it turns the lights on. You can test creative, track real-time user behavior, segment audiences by actual usage (not assumptions), and prove what’s working without waiting for next quarter’s brand lift report. It’s not just about downloads, but rather what happens after the install.
App store platforms offer powerful intent-matching opportunities. When users type keywords, they are signaling what they care about and what they are willing to download or spend money on. This level of alignment makes mobile app marketing not only a growth engine, but also a powerful experimentation lab.
This data-rich environment also enables marketers to make faster, more informed decisions. For example, A/B testing different variations of onboarding flows or subscription prompts can help determine what messaging leads to higher conversion and lifetime value.
Over time, these insights stack up, creating a feedback loop that shows you exactly where to reinvest for real results. It’s like hitting the buffet and walking away satisfied because you chose the good stuff, quality over quantity, instead of overloading on filler and leaving with a stomachache and buyer’s remorse.
Look, anyone can shout and anyone can spend, but not everyone listens first. The most effective marketers today are not just storytellers or analysts, they’re really both. They understand that every campaign is an opportunity to test, learn, and adapt. By using app marketing as a foundation, they gain real-time feedback on what resonates with their target audience and why.
Understanding user intent and designing around it is the key to unlocking ROI, ROAS, and long-term brand resonance.
A Call to Action for Marketers
Before you dive into your next campaign, take a moment to run a self-audit. Think of it like planning your Vegas buffet strategy, since you don’t just walk in and fill up on bread. You scout the prime rib, the crab legs, and the sushi station. You know what’s worth your appetite and map out how to get the most value.
Look at your past and current marketing efforts and ask yourself:
If any of these answers feel fuzzy, it might be time to rethink your plate. The most effective strategies aren’t the loudest, but the smartest. They listen, experiment, and evolve.
At Liberteenz, we help brands do just that by using app-based testing and intent-first marketing to guide smarter decisions. Whether you're launching your first app or scaling a mature one, we turn your creative into a feedback loop that actually drives business and not just traffic.
Let’s chat about how to build your strategy around what truly satisfies. We’ll help you go from buffet brain to focused funnel without sacrificing flavor.
Learn more about the role of intent in telling you where your audience is in their decision journey, how warm they are, and how close they are to converting.
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ReadExperience the future of app marketing with V.O.X.
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