Psychographic profiling and segmentation is the golden ticket to social media and real-time marketing. Segmenting and fragmenting are terms often associated with income, employer, job title, age, gender, and categorical aspects of demographics; psychographic variables take a cognitive look into interests, activities and opinions.
Demographics might tell you that an individual is a mother, between the ages of 30 to 35. Segmentation might tell you that this person makes $50,000 a year and works as a medical tech. However Psychographics tell you that this mom has two kids, one who is between the ages of 2 and 3, and the other between the ages of 5 and 6. It might also tell you that this mother spends $500 a month online shopping, lives on the same street as her parents, and works out at the local gym. Which level of information is most beneficial to you?
Psychographic Profiling through Facebook
When setting up a Facebook profile, you are asked about your hobbies, what movies and books you like to read, who your heroes are, who your family is, and what you’re interested in. Although built for social interaction, Facebook doesn’t just ask these questions for fun. It’s a wealth of personal information tused to customize advertising for each user’s experience with suggested friends and pages. Google doesn’t just remember your online searches and your profile information to cure curiostiy; they use it to create unique search results for you that personalize your search experience.
If you have a Facebook account, I encourage you to explore their advertising page. It is segmented targeting at its best, and anyone can give it a try. Under the Targeting Section you’ll notice that you can target Facebook users by Location, down to the very city. Test Scottsdale, Arizona and you’ll see that there are 291,480 Facebook users from Scottsdale that are over 18: a pretty large audience to target. So try segmenting it even more.
Next is Demographics, where you can chose exact age and male or female. In the Interests Section type in nearly anything. You can go incredibly specific; say Football and Fantasy Football. Or, you can chose interests based on a broad list of categories.
Next, under Advanced Demographics, you can choose Languages and Relationship status. For example, there are 77,100 Facebook users in Scottsdale, Arizona who are over the age of 18 and Married. Lastly, Facebook gives you the option to choose education level and employer.
Why do I encourage you to advertise your business on Facebook? Because it is a basic and concise template of how segmenting works. This is a marketing toy that you can use, play with, and try out to see how many Facebook users you can specifically target. It’s a great tool to run tests with in order to find out what audience will work best for large marketing campaigns.
The goal of all demographics, including psychographic profiling and segmenting, is to predict how an audience will react to a brand. That’s it. If you can predict how a targeted audience will respond to your brand, you can take on the world.
Social Media, demographics and market segmentation helps for marketing & advertising and healthcare marketing services. Advertising Agencies in Phoenix AZ and Marketing Agencies Phoenix can help to create impressive marketing plan and also communicate your brand message on social media with effective techniques.
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