Psychographics assist you with understanding what your customers think, feel as well as value when purchasing your product or service. These are not just objective pieces of information but rather the full story behind your customer’s behaviour.
What Are Psychographics?
Psychographics deal with the mental, emotional as well as lifestyle habits of the consumer. They basically explain why your customers buy your product or service while demographics only determine who your buyer is.
Psychographics primarily deal with variables, which include interest, values, attitude, personality, lifestyle and more. These variables may determine how customers will respond to your brand.
It also looks at what motivates the customer’s buying decisions and how their principles influence their buying decisions. It attempts to identify their emotions and beliefs not only their age, gender or race.
How Psychographics Fit Into Your Marketing Strategy
Quite like demographic segmentation that you probably already employ in your marketing strategy, psychographic segmentation is carried out through gathering user data on the attributes listed above and then targeting them based on these psychographic similarities.
The data may be collected through focus groups, interviews, surveys, analytics data (for example, Google and social media) as well as other sources. Psychographic data is easily collected on social media, as users often freely divulge personal information… like what kind of book they’re reading at the moment, what they think of the new Netflix updates, or how much sourdough toast they had for breakfast.
What Are The Benefits?
The biggest benefit of psychographics – for your marketing strategy – is obviously getting a clear understanding of who your target audience is as well as what they want. Consider the example of your targeted consumer buying a car. You just don’t have hazy information which applies to many people. With psychographic data collection, you are able to immediately figure out what needs draw your audience to your company and what hesitations and desires they have in completing a purchase. It’s detailed information which assist you to guide them to a decision.
Once you know what your audience wants in addition to how you can give it to them you are able to use your psychographic targeting in order to reach your audience more successfully. If your customer values a car’s price talk about affordable models and rates in your campaigns. If your target likes travelling as well as seeing loved ones create campaigns which show how they are able to use your cars in order to do that. Answer their questions, soothe their inhibitions, and appeal to their wants.
By accurately using the data available to you, you are able to understand your consumers’ preferences, interests, values and so on. As such, you will be able to view your customers as unique, individual people and provide the best user experiences (UX) possible. But UX isn’t the limit – incorporating psychographic segmentation into your marketing strategy can also help you create more compelling content.
Your marketing strategy is the central part of marketing management. If you want to learn more then you should really do our Marketing Management Course. For more information, please follow this link.
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