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WHO IS YOUR AUDIENCE?



Psychographic Marketing is about Audience development. Brands need to own their Audiences and that means controlling them in-house.


Audiences are the currency of all future marketing. We're already seeing this playing out in the battle between Apple and the other platforms over tracking. Apple has no interest in protecting our privacy and every interest in owning its Audiences.


Audiences are the subsets of people that the machines use to find the right people to match with your message. The key difference is that you should not segment them, like you would with Demographics - but rather by defining who you want to reach.


Audiences, are not defined, they are described. The machine looks for patterns in what it knows about your Audience, then searches in its army of users for others with similar patterns.


Your priority is to create Audiences by giving the machine the useful data it needs to begin the process. Most of us already have quite a lot. Sources include:

  • Customer Lists

  • Prospect Lists

  • Social Media Likes, Follows and Subscribers

  • Email Newsletter Subscribers

The machine then uses this data as a basis to find similar people. As it does so, it learns who is reacting favourably and uses this data to optimise our Audiences. The more data, the better the results.



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