The marketing field is an ever-evolving and dynamic field. We’ve to adapt according to the market. There are many aspects of marketing but marketing always revolves around consumers, products, services and channels of marketing.
Understanding consumers is the first and foremost aspect of marketing, moving ahead with promotions without understanding our target consumers will be like shooting in the dark.
Do you want to shoot in the dark?
I hope not!
So, first, understand your buyers through several aspects and then create the profiles of your target audiences. The profiles of potential consumers are called buyer personas.
But here we’re not talking about how to create buyer personas, if you want to read more about buyer personas visit the blog “Marketing Persona | 3 Important Tips for Creating Customer Persona” written by Team DigiAvtar. DigiAvtar is the best digital marketing agency in Gurugram and provides complete digital marketing solutions to start-ups and small business owners.
When you visit the blog you’ll find out that a buyer persona is made up of several elements such as professional details, geographic, behavioural data, firmographics, demographics and psychographics.
All the elements play their parts, but when it comes to psychographics in marketing they make the conversion process smoother.
It may happen with you that you’re targeting the right audiences and getting traffic with a few interactions but the transactions aren’t taking place, then you are definitely not making use of psychographics in your marketing campaigns.
Psychographics helps you in providing tailored relevant content according to the needs and goals of your consumers.
Want to convert your prospects into customers and make the best use of psychographics in marketing then this blog is only for you.
First, let’s start with what psychographics is all about!
What is psychographics in Marketing?
Psychographics is the key to understanding what consumers buy, why they buy it and how they buy it. If you know the answers to these questions, then you can provide our consumers with tailored solutions and grow our businesses in no time.
You can see that the word psychographics is relating to psychology, so in other words, psychographics can be taken as the psychological study of consumers. This psychological study examines consumers with several aspects such as attitudes, personalities, interests, opinions, values, and lifestyle.
Psychographics Factors
Let’s discuss the most important and powerful Psychographics Factors;
- Beliefs Systems show the beliefs consumers believe in. Remember one thing about belief systems, don’t ever try to break the people’s existing beliefs instead work on creating new beliefs.
- Attitude is a psychological construct. It involves mindset, outlook, and feelings.
- Opinions show the ideas a person is having about something or someone. Opinions are based on feelings and beliefs.
- Personality characteristics determine the way a person interacts with the environment all around them. These can be of several types such as introverted vs extroverted, spontaneous vs planner, emotional vs logical, creative vs “by-the-books” and idealistic vs pragmatic.
- Habits represent the things and activities a person has been accustomed to.
- Social Class are also another factor in buying decisions. In India, some of the widely used words regarding social classes are lower middle class, lower class, middle class, upper middle class, and upper class.
- Interests show what kinds of products a consumer is willing to buy. Common interests are shared by a particular target audience.
- Behavioural data represent time spent, buying patterns, product usage and benefits. It’s become wider nowadays and has a particular segment in marketing. During the development of buyer personas, behavioural data is also collected separately.
- Lifestyle is the way of living a life. It is all about regarding the ways a consumer is treating relationships and making life choices.
- Values are individual beliefs. This decides the way people live and work and motivate them to act one way or another. They also give a sense of right or wrong according to you.
So, you’ve seen the most important psychographic factors, now let’s explore more in this blog!
We include several aspects while creating marketing personas, but demographics and psychographics are the most basic aspects of the buyer persona.
We have discussed a little bit about psychographics but the difference between psychographics and demographics will provide you with a completely clear picture of it.
So, let’s discuss how psychographics and demographics are different from each other, and how they can be used in marketing!
Difference between Psychographics and Demographics
Psychographics and demographics complement each other and base elements of buyer personas. The combo of information from both of them does a better job in audience segmentation and targeting your audiences. It also helps in positioning the brand products and services in your marketing campaigns.
Demographics data is about the sociological aspects and structure of the audiences, but psychographics covers psychological and cognitive attributes such as opinions, interests and the reasoning behind the customers’ actions.
Demographics can help you in understanding and drive consumers to your brands, but to really understand your audiences and get in the heads of your consumers, you’ll need psychographic data.
Demographic data include;
- Age
- Name
- Gender
- Race
- Religious Belief
- Ethnicity
- Income
- Occupations
- Employment Status
- Social Class
- Educational Level
- Marital Status
Psychographic data include;
- Goals
- Interests
- Attitudes
- Personalities
- Values
- Lifestyles
- Biases
- Prejudices
- Belief Systems
We’ve seen what different types of data demographics and psychographics include, I hope now you understand how both complement each other. Psychographics focuses on understanding cognitive factors. These cognitive factors drive consumer behaviours. That’s why psychographics have a big place along with demographics while creating a potential consumer profile.
When we create a profile based on demographic elements, it’s called a “demographics profile” but when we create a profile based on psychographic elements then it’s called a “psychographics profile”.
The best user persona is made-up of the combo of demographics and psychographics along with geographic, firmographics, and behavioural data. Firmographics are so much important for Account Based Marketing (ABM).
We’ve discussed the difference between psychographics and demographics, now let’s understand some of the best marketing strategies that are built on this marketing segment psychographics.
Some of the powerful and the best marketing strategies based on psychographics
We know that market is segmented into different parts that are Demographics such as age, gender, income, and marital status; Geographic such as Local, Regional, Global, National, and International; Behavioural data such as benefits, patterns, spent time, usage rates and Psychographics data such as activities, attitudes, values, personalities, belief systems.
Based on this market segmentation, many marketing strategies have been built to target consumers and grow businesses.
Some of the powerful and best marketing strategies are;
Storytelling Marketing
Storytelling marketing is a very popular marketing strategy, but do you know it uses human psychology? Everyone remembers a story because the brain makes so much sense of narratives.
Read more about it in our blog on “Storytelling Marketing: Tell the Story of Your Brand”.
Cause Marketing
When we associate social or environmental causes with a business, people take that business as a responsible one. Adding a cause to the brand fulfils the brand’s Corporate Social Responsibility (CSR) along with increased sales and revenue. This all becomes possible because brands are able to tap into people’s emotions with a cause.
Read more about cause-related marketing and cause-related marketing examples in India in our blog on “Cause Marketing”.
Personalized Marketing
We all want to feel special, don’t you? Personalized marketing is all about providing a completely exclusive customized experience for consumers. The feeling of exclusiveness makes consumers loyal to the brands. If a brand is able to provide a consistent exclusive experience then the consumers also start advocating for it.
Read more about the ways of providing personalized experience in our blog “Personalized Marketing – 5-step Framework for Building a strategy”.
Sonic Branding
Human beings only take 0.146 seconds to react to a sound. Incorporating sound into your brand’s marketing material can make your brand recognizable and memorable along with improved user experience. Sonic branding is the right way to add sound to your brands in different ways such as sonic logos, sonic signatures etc.
Read more about sonic branding and the ways of incorporating it into the brands on our blog “Sonic Branding: Just A Jingle or More than That?”
We’ve seen some of the most powerful marketing strategies that use psychographics. There are more marketing strategies that are based on human psychology and tapping into emotions through psychographics. You can comprehend now how much psychographics is important in marketing.
Now let’s understand the ways of collecting psychographic data and using it for marketing purposes;
Ways of Collecting Psychographics Data
Collecting psychographic data is the first thing we need to do to run any marketing campaigns with the help of psychographics. For collecting the data we can make use of several methods;
Focus Groups
These are the groups of potential clients for a guided discussion about a product or service. People are carefully selected and demographically diverse. A strong facilitator can is the best chance in exposing future products and campaigns to collect the consumers’ reactions without getting avoided in the crowd.
Modern Analytics Tools
There are many modern analytics tools in marketing that can provide you with powerful psychographic insights. Google Analytics is also one of the completely free and powerful tools that can provide you reports about the behaviour and other aspects with the different types of reports such as acquisition reports, and behavioural data reports.
Interviewing existing Clients
Interviewing existing clients is a win-win situation for both clients as well as businesses. Clients can get more visibility and businesses can get insights into the products and services.
Market Research
You can perform market research on companies that are working in similar niches and have already carried out similar research. You can also extract data from their reports and resources
Online Surveys
Creating the best online survey asks for the right questions. If you’re conducting an online survey then your questions should be appropriate and the survey shouldn’t exceed more than 5 minutes. People will provide time for online surveys but if it’s time taking then they leave immediately.
Online Quizzes
Online quizzes are a little bit different than surveys, these are valuable for consumers also. So, they’ll be more likely to take quizzes.
Browsing Data
Browsing data also tells what types of products and service experiences consumers are looking for.
Social Media
SMM Platforms also work as listening tools. Likes, clicks, tweets, shares, and time spent on SMM platforms provides us with a lot of data about psychographics.
Online surveys and quizzes are the most scalable methods for collecting psychographic data. We’ve seen many different ways of collecting psychographic data, now let’s move forward in
Benefits of Psychographics in Marketing
There are a lot of benefits psychographics provide in marketing, and I would say most of the conversion that happens nowadays in the marketing field is because of using psychographics as an element of the marketing strategies.
- In creating more refined social media audiences
- Writing emotional and more compelling ad copies
- Enhancing A/B testing
- Marking new content ideas.
- Improving conversion
- Generating more sales and revenue
- Establishing brand and brand values
- Targeted and Relevant Email Marketing
- Making brand messaging more effective and compelling
- Motivating Buyers based on their beliefs, needs, and lifestyle
- Targeted based on their interests
- Meeting the consumers where they’re spending time
- Creating tailored “Call to Actions” for increased sales
Thus, you’ve seen how psychographics help in marketing, and how you can get benefitted including psychographics in your marketing strategies.
Now, let’s conclude the blog here!
Wrapping Up
Psychographics are the base elements of buyer personas and helps in conversions. Without the use of psychographics in your marketing materials your conversion rates will be nominal but with psychographics, the conversions rates will be phenomenal.
Some marketers classify psychographics mainly into three types such as interests, activities and opinions. Some others classify it in several psychographic factors that we’ve already discussed above.
Psychographics helps you in understanding and know your consumers on a deeper level. It lets you know from where and how you acquire your consumers. For making the best use of psychographics follow the simple 3 steps;
- Collect the data from several resources
- Create psychographic profiles based on that data
- Optimize your marketing materials according to the psychographic profiles
This way you can make so much out of incorporating psychographics in marketing.
We would love to hear how you’re going to incorporate psychographics in your branding materials. Let us know in the comment sections if you also have any more questions regarding it.
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