THE 16 PERSONALITIES OF marketing segmentation
Personality tests have become very popular in the last few years. I thought it would be interesting to look at how personalities fit into demographic marketing.
what is market segmentation?
To understand what Psychographic Segmentation is, we have to examine what market segmentation is and why it is important to marketers.
Market Segments
Market segmentation is used to identify different groups within your target audience to provide a more targeted and personalized message to them.
There are 4 types of market segmentation
Demographic Segmentation
Demographic characteristics include age, education, ethnicity, gender, income, region and other easily identifible traits.
Psychographic Segmentation
Demographic characteristics include beliefs, hobbies lifestyles, goals and more individualized traits.
Geographic Segmentation
Geographic characteristics include specific country, city, state, or could more broadly identified, such as the “American Southwest”
Behavioral Segmentation
Behavioral characteristics include brand interactions, brand loyalty, browsing habits, purchasing and spending habits.
Market segmentation allows you to customize your marketing to different parts of your audience. This creates a more personalized customer journey. Market segmentation is a way to scale this personalization without having to get to know each individual customer.
Understanding your customers
Understanding your customers is the first step in being able to segment them. Knowing the segments of your target audience will make it easier for you to market to them and to personalize your marketing strategy so that your messaging appeals to that specific segment. Also, knowing which segment represents the biggest opportunity for you in terms of return will ensure that you don’t waste time and money.
Data Analytics
Your ability to create market segmentation relies heavily on data.
The "why" of Market Segmentation
Psychographic segmentation
Psychographic segmentation is the one of the four areas of marketing segmentation that asks “why”. What is the motivation behind your customers decisions to purchase or not purchase your goods and services. Psychographic segmentation looks at your customers’ personalities and personal interests.
Psychographic segmentation can be the most difficult of the four types of market segmentation to identify.
what is personalized marketing
Personalized marketing is the best kind of marketing. It’s also what will set you apart from your competition. It’s relatively easy to find out people’s demographic and geographic locations, but how to you learn how they live? what do they belief in? what is important in their life?
How effective is personalized marketing?
In 2017, researchers from Columbia University, Stanford University, University of Pennsylvania, and the University of Cambridge wrote a study on psychological targeting as an effective approach to digital mass persuasion. Their overarching research looked at how advancements in the assessment of psychological traits from digital footprints could be used to target ads with the effect of creating mass persuasion through influencers. Now we aren’t interested in mass persuasion, but they were, in one case, able to target introverted or extroverted people based on shared information on Facebook.
How do I personalize marketing?
Social listening
A study from the University of California found that computers are better at judging a person’s personality than their family and friends were. Frightening, but true. But you don’t need a team of researchers or a bank of high-powered computers to figure out the attitudes of your target customers.
The fact is we offer a lot of insight into who we are online. Our digital footprints can tell a great deal about what we like, what we belief, why we like certain things and don’t like others.
what is social listening
Social listening is active task of tracking, analyzing data from and responding and engaging in conversations about your brand online. You can see why this would be such a critical action in developing a It’s a crucial component of audience research.
Social listening is Not just social monitoring. Social monitoring is just looking at the data points to make determinations. These could be mentions, hashtag usage, competitor metrics.
Social listening is social listening AND putting in an action plan. This could take the form of responding, taking feedback and incorporating it into your business. These could be small or big actions for your business. It is about listening and incorporating it thoughtfully.
Free social listening tools for social media sentiment
There are quite a few tools out there to be able to conduct social listening on your own. Some have free versions to compliment their paid versions, which is a great way to get started if you have a small business. Free social listening tools to use include:
Marketing Segmentation Process
individualized marketing
Your target audience is more than someone’s age, their location or some similar metric. The more you can identify with your customers and the more they identify with you the stronger your relationship will be.
More information about the Personality Types
If you are interested in learning more about the 16 personalities we suggest you check out Truity www.truity.com. Truity has a wealth of information and also provides personality testing.
We have summarized the PERSONALITY TYPES here
THE LOGISTICIAN
Practical and fact-minded individuals, whose reliability can not be doubted
THE ARCHITECT
Imaginative and strategic thinkers, with a plan for everything
THE EXECUTIVE
Excellent administrators, unsurpassed at managing people
THE VIRTUOSO
Bold and practical experimenters, masters of all kinds of tools
THE DEBATER
Smart and curious thinkers who cannot resist an intellectual challenge
THE COMMANDER
Bold, imaginative and strong-willed leaders, always finding a way - or making one
THE ADVOCATE
Quiet and mystical, yet very inspiring and tireless idealists
THE ENTERTAINER
Spontaneous, energetic and enthusiastic entertainers - are never boring
THE CONSUL
Extraordinarily caring, social and popular people, always eager to help
THE DEFENDER
Very dedicated and warm protectors, always ready to defend their loved ones
THE LOGICIAN
Innovative inventors with an unquenchable thirst for knowledge
THE ADVENTURER
Flexible and charming artists, always ready to explore and experience something new
THE ENTREPRENEUR
Smart, energetic and very perceptive people, who truly enjoy living on the edge
THE MEDIATOR
Poetic, kind and altruistic people, always eager to help a good cause
THE PROTAGONIST
Charismatic and inspiring leaders, able to mesmerize their listeners
THE CAMPAIGNER
Enthusiastic, creative and sociable free spirits, who can always find a reason to smile
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