What makes social media truly stand apart is the level of interaction it allows between brands and its consumers. The “personal touch” is impossible to achieve without a complete understanding of the audience psyche and behavioural patterns right down to the last detail.
Marketers have been relying on the same method of data generation for several decades: Demographics. While it may be something that has been in use for a long time, it does not provide an accurate insight in to the minds of the consumers. Age and location are not necessarily markers of a person’s intent and interest in the engagement with a particular brand. Time has been changing and it is impossible to pin a generic behavioural pattern on a particular group purely on the basis of their age. Here is where psychographics comes into the picture. Psychographics gives a more wholesome understanding of the mind of the consumer. Let’s take the case of a 50 year old man living in California. He would be considered target audience for a large number of companies; but does it make sense for them to actually target him? Enter psychographics! By knowing details like the man’s favoured eateries, monthly expenses, places visited in the last 5 years etc, brands can get a better understanding of the person and choose to target accordingly.
The most ideal psychographic data, in modern times, comes from a person’s social profile. A person’s social media profile is one of the primary ways in which brands can determine likes and dislikes and get an all round understanding of the individual.
A social media profile is also an apt way to understand the lifecycle of a customer as well as the key moments of that individual’s life. Imagine a way in which you can easily find out when a person gets a new job, gets married, has kids, moves to a new city and much more. Social media profiles provide that and often much more. In a world where ‘privacy’ is slowly becoming obsolete, psychographics helps brands actually “understand” their consumer and find better ways for targeting.