You Need Emotional Intelligence

Using Psychographics Segmentation to Make Your Ads Pop Through the Clutter

psychographics segmentation

You're undoubtedly always looking for new and innovative ways to reach your target audience as a business owner. And while demographics-based targeting is still a hugely important tool, it's no longer the only option available to you. Thanks to advancements in technology, you can also use psychographic segmentation to create more targeted ads that resonate better with your ideal customers. Below is how.

What is Psychographics Segmentation?

Psychographics segmentation is a type of market targeting that focuses on the psychological and social factors that influence people's behavior. Unlike demographics, which refers to a person's age, sex, location, and other traits, psychographics is based on a person's attitudes and values. In this sense, it helps to paint a holistic picture of what motivates us as consumers.

In the context of internet use, this information helps marketers know more about their target customers' likes and dislikes regarding particular products or brands. This can help creative craft campaigns that resonate better with these customers.

How to Use Psychographics Segmentation to Make Your Ads Pop Through the Clutter

There are several ways to use psychographic segmentation to create more effective ads. Below are some of them.

Target Specific Pages

The simplest way is to target specific page types where your audience hangs out, such as entertainment sites or news blogs. By targeting these pages with ads for products relevant to their interests, you put yourself in a position to capture the right customers at the right time. This works because users on these pages are often passionate about what they click on and read, so the messaging within your ad needs to be equally compelling.

Product Based Segmentation

Another approach is through product-based segmentation. Here, you can create campaign formats that specifically address customer concerns and preferences for a specific type of product or service offered by your company. For example, an online retailer might choose to run a series of ads that highlight different product attributes based on their psychographic profile.

These might include details about delivery options, return policies, and even special deals. By carrying out a survey for customer satisfaction, you will highlight the features most relevant to this particular group of customers and consumer insights hence reach them in a more targeted way. They'll also appreciate the focus on their specific concerns, making them more likely to pay attention.

Brand Based Segmentation

Another great way is through brand-based segmentation, where you create ad formats that showcase your company's positive traits from the customer's perspective. These campaigns typically revolve around showcasing real customer testimonials or case studies that speak to your company's reliability and effectiveness in solving specific problems for people like them. This type of campaign has the added benefit of making you look more credible and approachable to those who may not know much about your brand.

Ad Formats Based on Personality Type

You can also create ad formats that cater to specific personality types when using psychographic segmentation for marketing. Again, these include general and brand-specific options, where creative is aimed at particular demographics or psychographic groups focusing on their status updates, posts, and tweets. These ads can effectively promote company events such as webinars or meetups, helping users get excited about the things they will see and do when they visit your site.

It is important you understand emotion so that you can create ads that provide emotional connection between your brand and the customer.

Ads Based on Social Class

It is said that higher-income households are more likely to buy luxury items over lower-class ones. They want to show off their social and economic status by owning and flaunting brands and products that display wealth and power. On the other hand, people of lower-income classes purchase more everyday items such as budget-friendly fare since these are essential for their daily living.

How people view ads also depends on social class. For instance, lower income-households tend to like ads that are "in your face." These include coupons and discounts they can use on everyday items such as food staples. They also do not mind seeing promotions for restaurants, bars, and social events.

People of higher-income classes prefer ads with a more subtle approach. They like billboards and print ads that feature more extensive text and detailed photographs. They are also more likely to notice ads in magazines, newspapers, the Yellow Pages, and the radio.

Another way is to find out if they are socially active online, which indicates their social class. The idea is that people from a lower class generally do not have networking opportunities. In contrast, upper classes participate in activities like charity fundraising and spend more time on social networks. This data can be helpful when deciding what type of product to promote or how much to spend on marketing.

Ads Based on Lifestyle

In addition to social class, lifestyle is another psychographic segmentation in marketing that affects an individual's advertising preference. For instance, those with a "liberal" lifestyle tend to enjoy ads for products and services related to art, culture, and recreation. By contrast, those with more conservative lifestyles prefer ads for things such as home improvements and cars since these items help them fit in with their peers.

Ads based on lifestyle can help your business tap into a much larger potential client base, which in turn boosts your profits and overall revenue. If you can understand the types of products and services that fit into various lifestyles, you can create ads that appeal to them directly, helping drive your bottom line up and drive your competitors down.

For example, if you are in the travel industry, people who have a "liberal" lifestyle are your primary customers. They promote activities that break away from the norm, such as world exploration and experiencing other cultures. If you offer city tours or adventure vacation packages, your ads will appeal to them than those targeting people with more conservative lifestyles.

Ads Based on Social Circles

Like how people prefer different ads types depending on their social class, they also have preferences based on the kinds of people in their social circles. For example, suppose your target customers are small business owners or entrepreneurs. In that case, it's best to market to them directly through Facebook ads rather than trying to reach them through an ad on a general-interest magazine or website.

In addition to being online, entrepreneurs are typically more likely to keep up with the latest news and developments in their industry. This makes it essential for you to ensure your ads contain current information relevant to what they need. For instance, if you're selling office supplies and equipment, you might run ads about the latest new gadgets and gizmos entrepreneurs can use for their business.

When writing your Facebook ad copy for market testing, consider including specific details such as dates and time limits to make it seem more personable. For instance, "Get 50% off of new laptops before this Friday" is more effective than "Save 50% off on laptops."

Ads Based Company Culture

Most of the advertisements you come across are targeted at a general audience. These ads rely heavily on appealing to the lowest common denominator, so they typically feature bright colors and happy images. Depending on your target market, this may or may not be effective for getting your point across.

People have varying tastes regarding what they like and dislike, what they consider to be good quality products, and so on. If you're in the business of selling luxury goods, for instance, then it's best to focus more on what makes your products stand out than trying to reach the masses with an ad that appeals to everyone.

The people behind these ads are typically looking to build brand awareness to promote their products. Since they target a particular group, the ads are usually based on company culture. For example, luxury automobile brands often focus more on prestige and exclusivity than technical details or high-tech features.

At the same time, this doesn't mean you always have to include images of your products in your Facebook ads. For example, if you're selling luxury cars, including pictures of the product won't necessarily help boost sales since people who buy these items already know what they look like.

Instead, focus on creating more personalized ads such as "Introducing the new 2017 Mercedes-Benz S Class" or "Luxury holidays at 5-star hotels." These are more likely to elicit a response since they catch the reader's attention.

Have a Target for Marketing Messages

When creating ads, the most important thing to do is develop a specific target for your messages. Of course, it's hard to pin down what the perfect ad copy would be since there are so many things you need to consider, including where your target customers are located, what they like and dislike, how much money they spend on various items, and so on.

What's important is that you keep refining your ad copy until it gets the response you want. You can't simply come up with something that sounds good in theory. The best way to test out new ad copies is trial and error by running several different versions of an ad using similar target audiences. If one version performs better than another, then you'll know what works for your product and what doesn't.

It's not good enough to develop an ad copy that sounds like it would work. It would be best if you put in the time, effort and the survey for market research necessary to run several tests and find out which ads perform best to get the best returns on your investment.

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AI Emotion Analysis Would Have Predicted Responses to the Peloton Ad

The emerging science of emotion detection and sentiment data using micro gestures has many uses. Brand protection and preventing lost sales are just a few of the benefits according to New York-based market research expert, Shelli Garson. The video focus group platform, EmotionTrac was used to evaluate the recent Peloton TV ad. The technology uses the front-facing camera in mobile devices to provide second-by-second insights into the video being testing that tracks eight emotional reactions of the audience.

She details the test and discusses sentiment data, emotion analysis, and engagement in the following article:

AI Emotion Analysis Would Have Predicted Responses to the Peloton Ad

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Humor Happens!

EmotionTrac’s Director of Insights Studies the Sentimental Science Behind Laughter

The Webster dictionary defines laughter as, “...the enactment of humor, turning a perception into an action.”

There are a plethora of humor types that make us crack-up, from slapstick comedy to dirty jokes to one-liners. Interestingly, Humor Scientists* agree that laughing is a wholly human reaction to humor, and that, wait for it, laughing at others’ misfortune is a natural construct. Specifically, this type of humor is referred to as "schadenfreude." It literally means to “to laugh at someone's misfortune.”

In their on-going interest to study what makes people laugh, Humor Scientists prefer to employ testing modalities that capture the intensity of the emotional state, otherwise known as emotional arousal. This is the science behind EmotionTrac. We report on seven types of emotional arousal.

Clients often ask us if we can measure humor using the EmotionTrac tool and the answer is YES WE CAN! In fact, according to Robert Plutchnik’s research on Dyadic Emotional Sentiment, the construct of “humor” is the derivative of the combined measures of Joy + Surprise. He also posits that based on his observations, “that laughter is a natural bodily artifact resulting from engaging in something that brings joy to the viewer/reader.” He also noted that adding a sprinkle of surprise creates the phenomenon of laughter.

We tested this theory last month by exposing 154 panelists to a short Saturday Night Live skit, a comedic parody on Personal Injury Lawyers called “Broderick and Ganz.”

We captured facially coded emotional reactions frame by frame, joke by joke, and discovered what a general audience thought was really funny, and what made them laugh.

The chart below showcases the reactions of our panelists to the SNL skit.

digital focu groups

What can EmotionTrac say about the skit’s inherent humor? It works! The Joy metric outscores the other six basic emotions, suggesting that the viewer takeaway was highly resonant. “Schadenfreude” is in full play here - as the humor arc directly relates to one man’s sour experience in contrast to the other “testimonials,” which tout how well the firm went to bat for them.

Today, marketers have a wide range of means in reaching and communicating with their audiences, however, there is a tendency for consumers to be over-exposed to audio/video cues. That makes for a poor testing environment as well, as consumers are likely to shut out what they have already heard. In contrast, EmotionTrac allows you to overcome this challenge since our tool captures instant, real-life, unbiased genuine facial reactions to your content using an incentivized mobile gaming platform.

* Ruch, W. & Heintz, S. (2014). Test measurements of humor. In S. Attardo (Ed.), Encyclopedia of humor studies (pp. 759-761). Thousand Oaks, CA: Sage.

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