Look at how the intersection of AI and psychographics is transforming the marketing landscape

Traditional wisdom tells us to market to consumers based on gender, age, income, and marital status. Characteristics are known as demographics. But while this type of data can help, it only captures half the story. In the age of AI, you also need to consider psychographics. Psychographics categorize consumers by qualitative psychological factors, such as their personality, interests, and values. These metrics are powerful for marketing because they help marketers enter the brain of their consumers and understand the reasoning behind these consumers' affinities.

Thus, psychographics plays a crucial role in target marketing for business: the same product can appeal to people from seemingly radically different demographics, and vice versa, people from seemingly similar demographics can have radically different sentiments toward a given product. The qualitative measures of psychographics help unveil the reasoning behind the quantitative measures marketing tends to focus on.

While the importance of psychographics is evident, the way to capture them into personas has not always been as clear. In the past, marketers could only rely on cumbersome methods, such as focus groups, surveys, and research studies, and manually pull out the insights. Today, however, there are several AI tools that can automatically aggregate this kind of data for you in one click.

How Psychographics Work with AI?

Interview Existing Clients

If you have clients you're close to, they can be a great source of psychographic data. The next time you talk to them, ask them questions to learn how they spend their time, what their interests are, and what their number-one life priority is right now. These types of questions can reveal why they are your customers: maybe it's because they like that you donate to charity or that you're an equal opportunity employer.

Analyze Web Analytics

If conversations aren't an option, you can always check the past performance of content, adverts, and banners. By reviewing the analytics, you'll learn what kind of messaging compelled people to click, call, or respond in the first place. Alternatively, you can collect psychographic data using sources like social media.

On that note, artificial intelligence provides better insights into audiences. It offers the ability to spot online trends and conversations more quickly. Brands that want data-driven strategies for a better return on investment need AI-powered systems. The integration of AI and psychographics in marketing is growing. More and more companies are turning to AI-powered technology for everything from raising venture capital to connecting with new audiences via chatbot or email marketing.

The customer experience is more authentic. Marketers can better engage their audiences, streamline market research, and maximize the potential of big data. They can create content that feels much more organic, personal, and relevant as they continue to move away from outbound, push-style marketing and further toward contextual relevance. The marketers that will win in the future will be able to leverage external data insights about their industry and their consumers to inform their next steps.

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