Why is psychographic marketing becoming more important?
The days of ‘broad brush’ marketing are under threat. No longer can marketers afford to just advertise to the population at large and hope that the communication will be seen by those to whom the product or service is relevant. Understanding psychographic factors generally leads to more precise targeting and less communication (and budget) wastage. We are moving from product to experience marketing. Years ago the role of marketing was largely to simply put the product on show and explain the features. These days’ marketers realise that sceptical consumers want more – and they need to be made to feel important, wanted and special. Identifying their psychographic characteristics is – theoretically – more likely to achieve this.
