Everything you need to know about marketing psychographics

Key quotes:

• "Much like demographic segmentation, psychographic segmentation is carried out by gathering user data on the attributes listed above and targeting them based on these psychographic similarities."
• "Brands focusing on psychographic data could be doing so for a number of reasons… they might want to increase engagement, entice new target markets, improve customer experiences or they could simply be curious about their consumers."
• "For whatever reason, psychographics keeps marketers in the know, and can be used to complement what we learn from traditional demographic segmentation."
• "This is a great example of why it’s important to think about the data you share, and how psychographic segmentation has been used against people in the past."
• "These attributes that the brand labels itself with are reflected in Apple’s desired target market; a focus on consumers with specific lifestyles and personalities."
• "Apple’s use of consumer data is what makes it so successful when it comes to market segmentation."

Key quotes:

• "This 360-view will give you the insight you need to create data-driven marketing campaigns that are more likely to resonate."
• "This is because the psychographics can be captured when individuals are in their so-called “natural environment.” Let’s take a look at several of the most productive ways to do psychographic marketing research: As a marketer, it’s hard not to have a particular soft spot for Google Analytics."
• "Virtually every social media platform that offers advertising services will provide details about the psychographics of your followers."
• "You can use psychographic marketing throughout the entire customer journey, from awareness to retention."
• "By effectively targeting passive individuals based on their demographics and interests or lifestyles, the chance of getting them on your website significantly increases."
• "If your data gives you insight on what kind of brands your desired audience trust or use, you can use that as a targeting criterion for your own campaign."

Key quotes:

• "Consider: I want to take a moment to zoom in on the last point, the use of psychological principles, as this is what can turn behavioral data into the high-quality Customer Intelligence you’re looking for."
• "Before you analyze your behavioral data, you need to lay some groundwork for setting up the psychological experiments."
• "Once you’ve learned the basics, you can move onto more advanced approaches like reducing choice overload, implementing behavioral economics principles, avoiding marketing resistance, and increasing user fluency."
• "Next to that, you might want to test the novelty principle by tagging the product with “Just In,” “New,” or “Recently Added.” Or perhaps the innovation principle with labels like, “Innovative Technology,” “Cutting Edge Design,” or “High Tech.” The list of persuasion techniques and psychological principles you can employ on your website is long — we use around one-hundred in our experiments (with another hundred copy-variations)! The Customer Intelligence that you generate will lead to real-time insights on the actual behavior of your website visitors."
• "Measuring behavior is a much more accurate approach to learning about your customers because false intentions or beliefs don’t pollute it."
• "With this quick introduction to turning your behavioral data into Customer Intelligence, it’s time to get started with experimentation!."

Key quotes:

• "A data-driven approach allows marketers to see how audiences segment based on multivariate analysis."
• "For instance, you might segment the market into 5 groups based on demographics — millenials, Gen X, Gen Y, Baby Boomers, and Seniors Positioning — involves creating a product image that appeals to a target market or several target markets."
• "Suggested article : We Know You, Better Than You Know You; Metadata, Analytics & Hacking The Consumer Brain Commonly, we use demographic variables (age, income, education, gender, etc), geographic variables (country, city, state, neighborhood, etc), psychographic variables (lifestyle, attitudes, beliefs, etc), and behavioral variables (usage, etc)."
• "Marketers must understand the buyer’s personality; what TV programs they watch, what music they listen to, what their household looks like … Many firms don’t do enough research and come up with inaccurate personas."
• "This problem preexists buyer personas and I remember firms constructing target markets comprised of: 35–60 year old women who care about clean clothes."
• "Obviously, there’s no real reason for creating psychographic segments or buyer personas unless they help you market better."

Key quotes:

• "In a nutshell, psychographic data is that one missing piece of the customer profile puzzle that has been there the whole time."
• "For a long time, marketing has been primarily driven by demographic, transactional, and behavioral data."
• "The big difference between demographics and psychographics lies in the type of questions you’re asking."
• "Put differently, try thinking of psychographics like a new pair of glasses."
• "If you only use demographic, behavioral, and transactional data, you’ll only see the blurry outline of your customer."
• "To illustrate this, consider this example, Peter being, described with demographics as opposed to psychographics."

Transcript: Every organization has customers regardless of whether you're a commercial for-profit firm or a non-profit all companies must be seen as relevant to those customers if they want to survive marketing then is getting customers to believe that your products and services are important and that they deliver a better value than the competition's smart companies see marketing as an investment that's because the marketing function may be the most critical in any organization marketing is how companies wage competitive battle in the marketplace if a company doesn't fight the good fight it won't be around long companies that Excel up marketing not only survive but they grow in value but marketing is hard work it's a world of ambiguity and constant challenge think about the things that change for a company for example consumer trends new generations of consumers Millennials for example have different needs than previous generations a good marketer has to adapt to that competition changes new competitors enter the market and the old competitors try new things to take your customers away marketers are also affected by changes in technology innovations in new products as well as new ways to connect with customers especially social media... See more →