As the internet has grown, so have the targeting abilities within the advertising platforms.
Simple, bid-based algorithms where the highest bidder took all fell behind.
Algorithms were forced to get smarter, so the platforms could better-handle the brands appearing on them.
One notable way PPC and paid social have evolved is with targeting personas, interests, and behaviors.
Appealing on the personal level to potential customers by aligning messaging and targeting culminates in what is called psychographic marketing.
What Is Psychographic Marketing?
Psychographic marketing goes beyond just pointing an ad at a person who searched for something.
It takes into account factors Pakistan Mobile Number such as the user’s mindset, emotions, needs, wants, and desires.
In other words, you’re aligning your messages to a human.
While it might seem that’s just marketing 101, psychographic marketing looks more at the psychology of buyer types versus surface-level insights such as a person’s age or where they live.
Here’s an example: you’re selling eco-friendly cosmetics. Your target demographic is women 25-34, living in big cities.
Psychographic marketing goes deeper than this. It examines things like:
- What’s important to these buyers?
- What other brands do they love?
- Why do they choose eco-friendly products? Is it a lifestyle choice, or just a nice-to-have?
- Where do they hang out? How do they like to spend their free time?
- What are their hobbies?
The answers to these questions help inform different ways to target, and the messaging shown to each target.
This method of going deeper into the human side and aligning marketing is the psychographic model.
How to Uncover Psychographic Make-Ups
Once upon a time, Facebook was the dominant player in options for psychographic targeting.
It was the most powerful engine for targeting based on persona types and connecting with users at that mindset level.
Over the years, privacy scandals wore away a bit at the targeting options advertisers used to enjoy.
While that was happening, Google started getting in on the game more heavily, and additional platforms like Snapchat and TikTok started leveraging their user bases, as well.