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The importance of psychographic marketing in a polarized age.
Understanding your audience is critically important when you’re developing a marketing campaign. Psychographic marketing allows marketers to better understand consumer preferences, opinions, and attitudes on issues and interests that concern them most.
Whether you’re building out a targeted direct mail campaign for mortgage or automotive distribution, or you’re simply looking to optimize online trafficiWeb analytics are the benchmark for the collection, analysis and reporting of data collected from website traffic. Once goals are set for website traffic, those goals are measured against web analytics collected over a pre-determined amount of time. Goals can range from unique visitors to a site, total number of visitors to a site or even page views or duration that a user... Read More, successful marketing strategies hinge on a full understanding of your target demographic.
Similar to a demographic, a psychographic segmentationiSegmentation is the process of dividing a company's entire target audience into smaller segments by shared characteristics to permit more specific, personalized marketing options. A high-end, luxury car may have segmented audiences based on income or demographics such as location. That luxury car might be marketed to the income segment for its high-end finishes and luxury ... Read More classifies customers via shared goals, demeanors, habits, hobbies, and other psychological benchmarks. Psychographics can help marketers and business owners appropriately pair promotional materials and targeted content to individuals who show signs of interest.
The data can be segmented into a variety of categories, depending on how it has been gathered, categorized, and presented. Data types can include:
There’s understandable confusion between psychographic information and demographics, especially given how much they can overlap. In general, demographic data relays structural information on a population, whether that’s age, race, gender, or income.
By contrast, psychographic information concerns an individual’s current interests, passions, and perspectives, including attitudes and lifestyle habits they choose to adopt.
Together, demographic and psychographic data combine to holistically define consumers on an individual basis. Analyzing both data sets together can give researchers a better understanding of target markets.
Psychographic data is critically important for a wide variety of marketing applications. Once marketers understand how customers think and what they’re passionate about, they can begin to tailor the content they know customers will resonate with.
Specific psychographic benefits can include:
The right psychographic information helps marketers understand the reasons why customers commit, as well as the reasons why customers refrain from committing. By pairing the right message with the right customer at the right time, psychographic data provides priceless information on customer mindset and demeanor.
Marketers and researchers deploy a spectrum of research methods to collect psychographic data. These data collection methods can include:
A majority of psychographic data collection methods take place online and can help you deploy information for virtually any marketing campaign you choose to launch.
Once collected, psychographic data can be used in a wide variety of ways. Applications include direct mail, where tactile marketing is combined with psychographic marketing to target consumers according to attitude and perspective matching. After building out a mail list, you’ll be able to reach customers with personalized messaging, right in their mailboxes.
Direct mail can be used to reach consumers through personalization or individualization, depending on your preferred approach to consumer targeting.
Other methods for effective psychographic data use include dynamic web code that customizes content according to customer information. Landing page development, advertisement headlines, and buyer-nurture email sequences all benefit from banks of customer psychographic data.
Modern public opinion is largely dominated by ideological polarization, where opinions and political attitudes vary to the extreme. Especially among individuals actively engaged in the political process, views remain deeply divided between party lines.
From a societal perspective, ideological polarization has contributed to a growing divide between individuals of separate — and similar — political parties. Trust in public authority has also suffered: in 2019, only 45 percent of individuals trusted their government, a figure well below 77 percent trust in local police, and a 69 percent trust in healthcare.
Steep divides in ideological polarization can also make marketing efforts more difficult. Specifically, brands or companies with messaging at all suggestive of one political opinion can instantly ostracize any members of an opposing political party. This issue only improves the value of psychographic data, which identifies underlying similarities in customers’ attitudes and opinions.
As businesses continue to expand across the world, and the digital age allows customers to purchase products from companies regardless of their physical location, ideological polarization is quite obviously affected. Both globalization and digitization work to actively promote shared perspectives and opinions — especially of a political nature — regardless of a customer’s physical location or regional political affiliation.
As companies continue to digitally expand across the globe, this shared ideological polarization trend is only likely to continue. Sensitivity to a customer’s opinions, perspectives, and behavioral data, especially in light of ideological polarization, will likely remain critical to corporate success moving forward. Fortunately, psychographic data continues to help marketers unlock the truth behind customer preferences, regardless of where they are, who they are, or what they’re interested in.