refine your communication techniques , investing only in the channels most suited to the target audience,
be more competitive, because you will be able to focus on specific niches and segments.
How to do a psychographic analysis: some examples and strategies
For psychographic segmentation, it is important first of all to have a CRM that is always updated, to be constantly fed with new information on the leads present in it and on the customers already acquired. It is therefore essential to have proprietary information : the so-called zero-party data .
Now more than ever, collecting first-party data has become extremely important. Activating data collection strategies will allow companies to survive a cookieless future that is increasingly approaching, but also to connect more deeply with their consumers (also through psychographic segmentation).
Among the most effective strategies are certainly online benefits of sms marketing contests . With an online prize contest, in fact, you can keep your audience involved and extrapolate proprietary data that will allow you to improve segmentation.
A very interesting product, in this case, is the personality quiz . Through a few simple questions you can get to know your leads, keeping them involved and entertaining, also thanks to the possibility for them to win one of the prizes up for grabs. The same argument can also be applied to other types of online contests suitable for psychographic analysis, such as Surveys and Instant Polls (both based on the same principle but with two different winning mechanisms).
Among the other most effective methods for collecting data to segment, we also find walled gardens, or “closed” platforms owned by a brand. Examples of walled gardens are apps, websites and platforms within which the user can register to access benefits, also finding useful information to interact with the brand. Two concrete examples:
Be Iren is the walled garden of Iren mercato, the platform integrates the services of different companies of the group starting from a single app, Iren You. In addition to accessing service information, such as consulting their bill, the customer can enjoy reserved content and advice for energy saving, which trigger engagement and relationship activities based on loyalty processes, such as quizzes, surveys, games.
Flying Tiger Copenhagen 's app is designed to engage customers and prospects through advanced gamification, not only based on activities related to the purchase of products. Inside, the user can create their own avatar, participate in missions and conquer fantasy worlds, but also participate in contests related to the purchase of products. In both cases, the walled gardens become pools for obtaining first- and second-party data that brands can use to communicate with people and access deeply enriched psychographic information.
