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Are You Integrating Psychographics Into Your Marketing? Part I

Recent advances in internet technology have made psychographics more actionable

Psychographics Has Come Of Age

Marketing based on demographics (which focuses on differentiators like age, location, marital status, ethnicity, religion) creates the foundation for most consumer analysis. However, in recent years psychographics has come of age with an added, even more essential layer of assessment that taps into customers’ lifestyles, attitudes and behaviors. This added information sharpens an organization’s understanding of individuals who are most likely to respond favorably to specific product and marketing messaging. Most importantly, psychographics translates directly into increased profits and helps you stay one step ahead of the competition.

Recent advances in Internet technology have made psychographics more actionable, helped clarify the relative importance of different psychographic variables, and made psychographic information much more accessible. In the longer term, careful use of psychographics can also help you develop products and services that appeal directly to specific subgroups.

Social media psychographics analytics help you identify trends in interests, attitudes and sentiments so you can better shape your marketing for different psychographics categories. Also, by monitoring social media, you gain immediate access to online conversations that reveal differences and commonalities between subgroups. This information helps you identify trends in interests, attitudes and sentiments to help better discern psychographic attitudes–giving you a heads-up about emerging issues and psychographics differentiators.

Finally, it’s clear that psychographics has made it easier for consumers/individuals to find like-minded people on the Internet. This has served as a unifier for people that cuts across communities, countries and demographic categories. –In fact, for better or worse, people increasingly identify more with their online interest-based communities than their demographic groups.

What Can You Learn From Psychographics?

Consider the following example–marketers used to buy print and online publications ads that targeted single women in a specific age category. With psychographics, that differentiator can be parcelled out into those women who most strongly align with protecting the environment, physical fitness, progressive social values, etc. With that added information, it then becomes possible to know which venues to select in reaching out to those subgroups and how to better tailor your messaging to match the values of each.

Psychographics reveals areas of previously hidden conflict among groups, even for those interested in the same product or service. With proper tailoring of messaging to subgroups, a company can avoid the pitfall of alienating an entire market segment. For example, a marketing message that focuses on the play advantages of a tech tool for children will not appeal to parents who care more about its educational benefits.

Bottom line–psychographic data alerts you to consumer divisions and sensitivities that are not revealed in standard demographic data. It alerts you to individual interests, attitudes and the range of emotional reactions elicited by different marketing messages for different subgroups.

In Parts II of this Insights article, I’ll discuss concrete actions you can take to incorporate Infographics into your marketing.


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