Simplifying Psychographics For The Data Age
Say you own a women’s accessories brand, and as any savvy marketer knows, you shouldn’t send the exact same communication to different customers. So you decide to segment your audience into similar groups in order to tailor your marketing efforts. Through research, you discover the demographics of your target audience: They’re women in the age group of 20 to 65 who live in one of India’s tier I cities. You’ve also analyzed their online behavior, identifying which links they clicked before making a purchase online, etc.
But demographic information like age, gender and location is only so insightful. What conclusion can you draw from knowing that a 25-year-old in Mumbai and a 60-year-old in New Delhi bought the same accessory? Demographic and behavioral data only tell you part of the story; you actually miss out on a complete understanding of your target audience because this type of segmentation doesn’t tell you why people are doing the things they do.
Psychographic segmentation helps marketers understand this why—your audience’s goals, hobbies, personality traits, values, and more.
Women don’t buy accessories just because they’re women. Psychographic segmentation, though, tells us that some women buy them because they’re fashion-focused. Others purchase them as gifts. And some buy them because they need the right accessories to match a particular outfit.
Why are psychographics important?
Psychographic data can be collected by asking some key questions about your audience: who your audience is, what their interests are, what kind of content formats they prefer, how you can reach them, and where do they spend time online. Psychographics helps redefine the current content planning process and can genuinely help marketers add a moment of magic to their audience’s lives. It’s a powerful insights-driven approach to defining your audience and reaching them with more relevant and more engaging content.
Putting psychographics to work
Knowing what content formats your audience prefers and where they can be reached, could help increase the effectiveness of your content.
For instance, when you know your customer is spending her free time on Instagram, you can stop spending money on magazine or newspaper ads, or on advertising in Vogue. Instead, use her love for Instagram, and share tips for accessorizing outfits for a cocktail party or a wedding. Additionally, if you know what her hobbies and interests are, you can choose an appropriate prize for your next social media contest, what to blog about, and what sorts of images you want in your next ad. Before you know it, you’ll make your content marketing spends and ads work better for you.