PSYCHOGRAPHICS is the use of multiple data points about a person to profile and match that person with others based on commonalities of activities, interests and opinions. It takes into account the complexity of human beings and the myriad iterations of characteristics that unite and separate us to form patterns and profiles.
These two people are demographically identical, but Psychographically completely different. You get a sense of this when you look at the pictures. Until now, marketers have been unable to tell the difference, let alone optimise our messaging to take the two personalities into account.
Psychographics is how our newsfeeds are populated. It is what keeps us on social media and what keeps us coming back. Psychographic profiling is what makes platforms like Facebook, Instagram, TikTok and YouTube so sticky.
It is also what determines which ads we are shown as we make our way around the digital world.
We're all familiar with poorly retargeted ads for stuff we've already bought. We notice those because they jar. The best micro-targeting is invisible to us. It lands so sweetly that we accept it readily. That's the true power of Psychographic Marketing.
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