This examines intent marketing by drawing parallels between the evolution of Google's search advertising and the study of Japanese modern language.

The first section explains that Google is rebranding its search ad feature from "Partial Match" to "Intent Match" to emphasize using AI to predict a searcher's true underlying intent rather than just matching keywords, advocating for a deeper understanding of customer context beyond surface-level needs. The second section analogizes this concept to mastering "Gendaibun" (現代文) , arguing that just as students must accurately grasp the author's intent in the text, marketers must treat the customer as the "author" and prioritize their true desires and context over general assumptions.

The piece suggests that reading comprehension skills—like identifying key points, summarizing, and understanding structure—can be directly applied to improve a marketer's ability to achieve profound customer understanding and develop effective strategies.