How Social Data Helps Marketing

Traditionally, consumers were grouped into different generations in marketing strategies. People of the same generation are expected to like the same stuff, buy the same stuff.

However, as the pace of change is accelerating, consumers do not accept this generational classification(Baby Boomers, Generation X,Y,Z) anymore. With more and more social websites, people shows how they are different from others in the same generation.

Through social graphs from social websites like Facebook, Twitter, we can target our marketing strategies at the right group of people using psychographic profilling. Using demographic information is less useful now. Look at the following figure to know the difference between psychographic profilling and demographic profilling.

Compared to the demographic information on the left hand side, psychographic information lets you know:

  • Social Profile Data

More information tracked on social networks can be used to create a close relationship with customers. With social profile data management tools you can manage fields like relationship status, alma mater, interests and occupation.Just like the above example, you can know whether a mom who has a child between 5 months to 9 months tend to spend money online and how much does she spend.

  • Behavioral Data

Information of specific visitors can be personalized based on behavior. For example, we can place cookies in users’ browsers to know more about their behavior. Ads will only be shown when they visit a site that’s part of our networks.

  • Customer Lifecycle Data

From social profile data, you can predict customer lifecycle. Since you know the woman above has a child between 5 months to 9 months, you will know for how long she will need childcare products.

With psychographic data, target your ads only at customers who are ready to buy.

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