Combining Psychographics and Demographics: The Key to Efficient Targeted Marketing

There are different ways for you to reach your target market more effectively. While direct mail marketing is going to help you in your marketing efforts, psychographic segmentation is going to aid you more.

Segmentation using psychographics are the grouping of consumers according to their opinions, activities, interests and lifestyles. These are just some of the psychological attributes that could influence a person’s behaviour and decisions when it comes to availing of certain services or products. Even the expectations and attitudes of prospects can be included in the psychographic information needed for more efficient customer segmentation.

As soon as you know of the behaviours of your target market, you will be able to customise your marketing campaigns so that it would appeal to the groups of people you want to reach. Getting this kind of marketing campaign is what will boost your business to success.

Here are the six primary kinds of psychographic segmentations you can use for your marketing campaigns:

1. Level of Loyalty

Businesses place more value on clients who purchase a specific item from them at all times. Marketers using direct mail can take advantage of this kind of psychographic segmentation, so they can fashion their efforts to hold on to clients who are loyal to them, instead of targeting it on the constant recruitment of fresh clients. Many believe that marketing to existing clients can get more profits by more ten times than when trying to source out fresh ones.

2. Lifestyle

The patterns of people’s lifestyles differ from each other. This is because people go through behavioural changes every time they go through the various stages of life. If you will conduct direct mail marketing, then your approach will be different for a 30-year old woman compared to that of 75-year old woman. There are four primary stages that comprise the usual lifestyle model:

*The first refers to the dependents or those still living with their parents.

*The next stage is those of couples that already have their own households, but do not have children yet.

*The family stage pertains to parents who have children who are still dependent with them.

*The late lifestyle stage refers to older couples without children or those who may have had children but have already left their homes.

Segmentation of these groups can then be done further based on their demographics like their occupation and income, if needed.

3. Hobbies, Interests and Opinions

Your direct mail marketing approach could also be based on the opinions, interests and opinions of your target market. This psychographic segmentation listing can be used in customising the direct mail you send to them.

4. Usage

There is various degrees by which you can classify the usage of services or products by consumers and these are heavy, medium and light. You can focus your business marketing efforts according to this. It would be best if you will send your direct mail to those who use your services or products heavily than to those who utilise them lightly.

5. Benefits Wanted

If you want to cater to what your target market wants or needs, then you should focus your marketing efforts on the benefits they want to get out of the services or products in the market. If you are able to establish what these are and grasp how you can give it to your target market, then you will have made perfect use of this psychographic segment.

6. Occasions

This psychographic segment makes use of when the services or products are bought and then used. Great examples of these are wines, cakes and flowers, which may be usually purchased and utilised only during celebrations. However, there are other people who have a need for these products weekly. Smart marketing is using this information in sending out direct mail for promotional purposes.