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Have you ever wondered why some marketing messages seem to hit the mark perfectly while others fall flat? The answer often lies in psychographic segmentation. This powerful marketing tool delves beyond basic demographics to understand the mindsets and motivations driving consumer behaviour. Marketing is all about understanding and captivating your target audience. Because this is a challenging task, market segmentation will enable you to break down a large market into more manageable groups based on shared characteristics. We're not talking about information such as age, gender, or location but a significantly deeper level of insight. Psychological characteristics that arms marketers to tailor messages and strategies to resonate with their customers are the pillars of effective marketing campaigns. In this article, we'll delve into psychographic segmentation examples and other data to provide a comprehensive understanding of what it takes to create a key marketing strategy. What is Psychographic Segmentation in Marketing? As the term "psycho" indicates, psychographic segmentation in marketing involves dividing consumers into groups based on their psychological characteristics. Our goal is to move past simple demographic data and enter a consumer's mind. We will cover five psychographic segmentation variables. Personality Our personality plays a major role in how we behave, make decisions, and what we purchase. For instance, is your primary customer: Introverted or Extroverted? Imagine advertising products aimed at social gatherings to a group of introverts. It doesn't really make sense, does it? Promote your products to a personality type that makes logical sense, and consider whether there …
Everyone knows that artificial intelligence makes our lives easier at work. Whether it’s for ideation, performing rudimentary tasks, or doing research, this technology is being adopted by 68% of workers in their organisation. Interestingly, those employees also don’t inform their managers about their AI usage, which can raise many questions and concerns. Instead of arguing about the pros and cons of AI, companies need to begin creating policies to support its usage. Technology is advancing and neglecting this will only place your team at a disadvantage. So why not learn how it works, implement policies, and train your employees on best practices? It Starts From The Top Nearly 75% of CEOs believe AI is a top investment priority. This shows us that the majority recognise its importance and companies that don’t keep up will be left behind. CEOs and managers need to train their employees on AI literacy and upskill them on the equitable use of it. Let’s take a marketing and legal team for example. Your marketing team might be upskilled in the usage of social media ad creative AI for design and copy purposes, or writing tools to assist your copywriter. On the other hand, a legal team will be restricted on how they can use AI since inputting confidential information would be a bad idea. Sounds obvious right? But mistakes are bound to happen. Many employees aren’t provided with training and are learning how to use AI in their own time. There is no oversight from managers or internal courses, …
Did you know that people who work in offices with natural features reported 15% higher levels of well-being? It’s time to rethink …