Marketing in Mind: Psychographics
Psychographics is an approach to marketing that uses personality, value, belief and lifestyle as a measure. It has always been around, but technology is the vehicle that is now tapping into it. Any market target is multi-dimensional in digital advertising – more than the rigid dividers of age, ethnicity or financial means. Online networks are the inclusive grouping of minds, and so commodities have to speak to that psychic presence – you have to speak to the psychographics of the demographics.
Smart technology is taking a page from Freud, and accessing the psyche. Google TV recently formed an alliance with Jinni, an Israeli company that has developed a semantic search-and-recommendation engine, which it bills as being based on “content genetics and user psychographics.”
Psychographics are the glue, connecting certain demographics, and speaking to an underlying emotional character – sometimes subconscious. Ascent app, a new fragrance questionnaire app from Estée Lauder tries to tap into this unconscious, aiming at a “higher awareness” of consumers’ personal fragrance using psychographics along with other psychological measures. According to The Independent UK, this application allows users to “discover” new fragrances they might not know they would have liked by heavily factoring in emotion and lifestyle into the selection process. Blurring the unit from consideration to purchase of product as a feedback loop.
It’s the 3-D way of marketing.
Miriam P. Hara
Chief Creative Officer
3H Communications Inc.