Marketing in Mind: Psychographics

by | Jan 12, 2011 | Branding

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.

mph

Miriam P. Hara
Chief Creative Officer
3H Communications Inc.
3h.ca

 

Social Media Marketing Takes Commitment

by | Sep 29, 2010 | Social Media

Social Media Marketing Takes Commitment

It’s not enough to use it, to have a profile in the network – using Social Media Marketing (SMM) , requires the conversation. A lot of where your brand is taken (with aggregation and networking) is outside of your control. It is important to have a strategy, positioning and aligning yourself in the best possible groups, networks and conversations that will speak to your target and open new doors.
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SEO Minded

by | Aug 5, 2010 | Interactive

I don’t like to think of the web as a numbers game – but when you are ranked in the Google top 3, it is a thing of beauty and joy. Being SEO minded when developing your web site is as key as promoting your unique selling position (USP). To achieve optimized search ranking and optimizing this medium, small, medium and large-sized companies alike are speaking about on-line marking strategies and looking at the increasingly popular and trendy tactics –  Linkedin, Twitter and Facebook . Yet many are still  unaware of how those tactics can be further leveraged using these free networking resources with more SEO know-how.
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