Using Psychographics to Increase Marketing Success

Demographics vs Psychographics

Demographics is the collection of statistical data (such as age, gender, and income) for a certain population. Information on a population’s views, goals, and other psychological characteristics is referred to as psychographics. Your buyer’s habits, interests, spending patterns, and values might all be considered psychographic information. Take a look at the demographic and psychographic profile example below.

Demographic Profile:

  • 50-70 years old
  • Lives in the suburbs 
  • Household income of $200K or more
  • married, with children.

Psychographic Profile:

  • Concerned about one’s appearance 
  • Lacks the time to work out
  • Likes to buy things seen on TV
  • Loves spending time with family

Demographics describe “who” your customer is, whereas psychographics refers to “why” they buy. Both the “who” and “why” of your customers can drive purchasing decisions, so it’s important to focus on both aspects of your marketing strategy.

How To Use Psychographics For Your Benefit 

Examining psychographics is beneficial to any marketing strategy. For example, you might learn that your audience prefers using Facebook and is interested in fitness videos/posts on Facebook. Using this information, you may spend more money on advertisements on the networks your customers enjoy using regularly (Facebook) or create content that is focused on fitness.

The widely-known problem with psychographics is that it has been perceived as more difficult to gather than demographic data. However, the internet has made collecting your audience’s psychographic data more actionable and accessible. With this newfound ease into psychographics, it can really help narrow your efforts, create a better targeting strategy for you, and generate leads/prospective customers.

Creating a profile, or persona, to use in combination with demographic and psychographic information is essential. You should know your audience’s demographics such as general age, income level, and geographical region, as these factors make it simpler to target clients on a more detailed level. But psychographics, on the other hand, may assist you with message, persuasion, and creativity on a multitude of channels.

Advantages of Psychographic Segmentation

Marketing in 2021 requires a human aspect to your brand. Psychographics can help turn your focus away from your product or service’s advantages and features and onto your customer’s life and how you might enhance it. Psychographics may also provide insights into how and why your consumers utilize your product or service. You’ll gain a better understanding of your customers’ wants, needs, worries, motivations, and goals and how you can customize products/services for your intended customer.

The 5 psychographic segmentation variables

1. Personality Psychographics

Customers’ personalities and purchasing patterns are inextricably linked. Determining which products/services would be more appropriate for their target market is critical in developing marketing strategies effectively.

2. Lifestyle

 A brand can provide products or services that cater to various lifestyles. The proper version of that product may be targeted to the right audience by studying consumers’ habits. Thus, if segmentation is done on the basis of lifestyle, product resources may be saved, and product development can continue with the majority lifestyle.

3. Social Status

People’s socioeconomic standing determines the items they consume and their preferences in the majority of situations. This has an impact on the type of product, pricing, and specialized markets. Every social class has its own favored and affordable clothing, grocery shop, automobile, etc.

4. AIO (Activities, Interests, and Opinions)

This is based on the consumers’ preferences for certain activities, topics in which they are passionately engaged, and their views on certain issues. This variable focuses on enthusiasts and hobbyists, as well as sports, political interests, and anything someone finds an affinity towards. 

5. Attitudes

Our perspectives are shaped by our own individual experiences and environments. Each potential consumer will have a unique attitude and customers are divided into groups based on their beliefs and attitudes. Attitude is an intangible characteristic that reveals a customer’s fundamental personality and because they are intangible, marketing teams must use their creativity when selecting who to target with a product. 

If you liked this Symboliq blog, check out these other related articles:
how to target + retain repeat customers
you know it’s time for a website content refresh when…

Share this article:

Share on facebook
Share on twitter
Share on linkedin
Randy Blakeslee

Randy Blakeslee

hi! i’m randy! i believe choosing the right team and investing in people is the best thing you can do for your business. i love our team here at Symboliq. together we’ve fostered a positive work place that allows everyone to grow professionally and infuse awesomeness into all our brand partners. we’re low on judgement, high on caffeine, and bursting with creativity. when you come on board with us, you become a member of our family. so be prepared to feel the love.

Related Content

Leave a comment

seo

so you have your website, now how do you get people to see it? by making updates, monitoring keywords, and repeatedly optimizing your site. we will help you navigate this digital landscape and ensure that your dollars are going towards what will help you be seen and heard online.

web design

we help create memorable web experiences for desktop and mobile devices to help your customers find what they’re looking for. using wordpress, woo commerce, shopify, or by creating a custom site, we help create and optimize your site to drive traffic towards profitability and lead generation.

content creation

our team of graphic design designers, copywriters, photographers, and videographers are ready to grab your audience’s attention with customized content optimized to play up the platform. you get intentional images, words and design delivered through the right medium, at the right time, so your brand stands out.

social media

listening and anticipating what’s next from your brand.

our digital marketing specialists are experts in the art of social voice, and our graphic designers craft custom images that speak clearly to your target audience.

brand building

branding is a beast. everyday you’re faced with hundreds of small choices that have the potential to build up, or tear down your brand. that’s a lot of pressure. you need to know what you stand for, and live it out at all media touchpoints, inside your organization and with every audience interaction.

strategy

as your new strategic partner, our focus is making sure you’re seen, heard and understood. we’ll create a customized plan for immediate, actionable change that is true to your brand, speaks to your target audience and drives long term growth.