Psychographics: The New Buzz Word

Why can’t practitioners no longer use demographics to tailor a message to a target audience?

Segmenting is about the feelings, attitudes and perceptions of a consumer that drives purchase decisions. Focusing solely on demographic information will result in a failed campaign, and here’s why. Consumer’s personal attitudes, beliefs and morals are becoming more important when identifying key messages. Demographics only scratch the surface when it comes to identifying a target market.

Consumers have lives that are shaped by personal experiences, and they’re searching for brands that closely align with their values as human beings. Corporate Social Responsibility (CSR) can play a big role in building trust with publics that appreciate companies that are not solely focused on their bottom lines. Grassroots campaigns, community involvement and compassion toward others will go a long toward placing your client in a positive light with the people who matter most.

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