What is personality-based marketing?
Posted: Sun Dec 15, 2024 9:02 am
You may have heard about personality-based marketing before. These two terms go hand in hand when establishing a segmentation strategy for any brand. That's why, on this occasion, we will explain why and how it works. So keep reading.
When marketing and providing an identity to each brand, it is crucial to take into account the types of personalities of each consumer, since personality determines their behavior at the time of the purchase decision.
This means that the personality traits of each person have a specific influence on the motivation to purchase, whether it is a product or service, as well as when choosing one brand over another.
At this point we can say that personality-based marketing , also known as psychometry applied to marketing, is simply a segmentation strategy in which it is necessary to compile people's personality traits to create a profile of a target audience and thus effectively connect with them.
In this way, attractive messages or offers can be disseminated to a specific target audience.
Unlike other marketing strategies, which use interests and tastes to profile consumers, this one focuses on psychological traits. To obtain and measure this data, there are different psychometric models. One of them is called OCEAN, which stands for Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism.
0.1 How effective is personality-based marketing?
1 How to establish a personality-based marketing strategy?
2 Types of personality profiles
2.1 · The assertive
2.2 · The friendly consumer
2.3 · The expressive buyer type
2.4 · The analytical person
How effective is personality-based marketing?
With the emergence of digital marketing and neuromarketing, the possibilities for determining the buyer persona for any brand or service have expanded much further. This has resulted in personality-based marketing, which has proven highly effective in targeting advertising messages to a specific audience.
Its effectiveness is so great that it is currently recommended that all brands take this strategy into account when creating consumer profiles and directing their messages immediately through different media outlets.
How to establish a personality-based marketing strategy?
In order to establish a marketing strategy based on personality, it is essential to obtain data and metrics on personality traits in order to determine how our target audience behaves, what their needs and interests are, among others.
A few years ago, it was much more difficult to obtain this data because all the tools that we can currently find on the Internet did not exist. To do this, they had to ask people questions. But now, it is much easier to use consumer information that can be found on social networks and, as we already mentioned, with segmentation tools.
Michal Kosinski was the first to study this data collection strategy through the large social network Facebook. In this way, he realized that it did work (although not exactly). As a result, this strategy began to be used based on the analysis of users' behavior on social networks and their personal data.
Once we have this data, we proceed to create personalized messages that will be directed to our segmented target based on personality. Then, they are disseminated through the appropriate media (such as Instagram, Facebook, email, among others) to build loyalty to our brand.
Without a doubt, this new marketing strategy shows us that there is still much to learn about consumers. And thanks to the advancement of technology, we can implement this powerful segmentation strategy to achieve an exponential impact on our brand.
Types of personality profiles
Types of personality profiles
Experts have categorized four types of personalities within marketing, based on how they consume products or services. Accordingly, companies must create a plan that is effective for each specific type of personality. Let's take a closer look at each of them:
· The assertive
Assertive people set goals and are generally people who like to compete. They love getting results quickly, it is one of their priorities. They like receiving information at the right time, without wasting time.
How should you create your campaign with this type of people? In this sense, experts indicate that you must convey professionalism, speed and solvency above all else. You must show them solutions, and not make vague promises about the product. They do not like the repetition of the message, but rather one that is direct, informative and precise.
· The friendly consumer
They love to have a lot of activities in their daily life; they are quite creative and, therefore, enjoy new things. When it comes to business, or associating with a company or entity, they look for it to transmit trust. When making a purchase, they look for the opinion of other people, since they love interacting with others.
In this case , companies should base their campaign on creating a relationship of trust, and not rushing them to make a purchase. For example, by giving them advice, showing the advantages of your product, guiding them on how to obtain the product, and making them feel comfortable with your company.
· The expressive buyer type
This is the person who seeks to establish a before and after in their group, they are quite expressive, trying to attract attention. Every time they talk about a product, they do so by narrating personal experiences, and they kenya phone number data love to see others happy and connect with other people. They base their purchase decision purely on intuition.
This is one of the most complex types of consumers, since data or statistics are not effective with them. Instead, as a brand you must establish a humanization campaign that generates a relationship with the person. It is very important to demonstrate the effectiveness of your product through testimonials, since the expressive person makes their purchase decision taking this into account.
· The analytical person
As their name suggests, this type of person is someone who takes data, analyzes it, and also looks for all kinds of information related to the product. They are not easy to convince, since their purchase is based purely on logic, and not on experiences, testimonies or trust, as is the case in other cases. They value every detail regarding the products or services to the maximum.
When a company wants to reach this type of audience, it has to be transparent about the data and information it offers. For example, in the case of a smartphone company, each and every technical specification must be shown without leaving any gaps or making any promises about it. Only in this way will it be effective!
Now that we've finished, do you already know the buyer persona personality type? Have you implemented the right strategies for your specific case? If you have any doubts, it's best to reanalyze the characteristics of people who are similar to your brand. Only in this way will you achieve greater efficiency and good results in your personality-based marketing campaign . Don't stop trying! It's worth it because it will make a difference.
When marketing and providing an identity to each brand, it is crucial to take into account the types of personalities of each consumer, since personality determines their behavior at the time of the purchase decision.
This means that the personality traits of each person have a specific influence on the motivation to purchase, whether it is a product or service, as well as when choosing one brand over another.
At this point we can say that personality-based marketing , also known as psychometry applied to marketing, is simply a segmentation strategy in which it is necessary to compile people's personality traits to create a profile of a target audience and thus effectively connect with them.
In this way, attractive messages or offers can be disseminated to a specific target audience.
Unlike other marketing strategies, which use interests and tastes to profile consumers, this one focuses on psychological traits. To obtain and measure this data, there are different psychometric models. One of them is called OCEAN, which stands for Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism.
0.1 How effective is personality-based marketing?
1 How to establish a personality-based marketing strategy?
2 Types of personality profiles
2.1 · The assertive
2.2 · The friendly consumer
2.3 · The expressive buyer type
2.4 · The analytical person
How effective is personality-based marketing?
With the emergence of digital marketing and neuromarketing, the possibilities for determining the buyer persona for any brand or service have expanded much further. This has resulted in personality-based marketing, which has proven highly effective in targeting advertising messages to a specific audience.
Its effectiveness is so great that it is currently recommended that all brands take this strategy into account when creating consumer profiles and directing their messages immediately through different media outlets.
How to establish a personality-based marketing strategy?
In order to establish a marketing strategy based on personality, it is essential to obtain data and metrics on personality traits in order to determine how our target audience behaves, what their needs and interests are, among others.
A few years ago, it was much more difficult to obtain this data because all the tools that we can currently find on the Internet did not exist. To do this, they had to ask people questions. But now, it is much easier to use consumer information that can be found on social networks and, as we already mentioned, with segmentation tools.
Michal Kosinski was the first to study this data collection strategy through the large social network Facebook. In this way, he realized that it did work (although not exactly). As a result, this strategy began to be used based on the analysis of users' behavior on social networks and their personal data.
Once we have this data, we proceed to create personalized messages that will be directed to our segmented target based on personality. Then, they are disseminated through the appropriate media (such as Instagram, Facebook, email, among others) to build loyalty to our brand.
Without a doubt, this new marketing strategy shows us that there is still much to learn about consumers. And thanks to the advancement of technology, we can implement this powerful segmentation strategy to achieve an exponential impact on our brand.
Types of personality profiles
Types of personality profiles
Experts have categorized four types of personalities within marketing, based on how they consume products or services. Accordingly, companies must create a plan that is effective for each specific type of personality. Let's take a closer look at each of them:
· The assertive
Assertive people set goals and are generally people who like to compete. They love getting results quickly, it is one of their priorities. They like receiving information at the right time, without wasting time.
How should you create your campaign with this type of people? In this sense, experts indicate that you must convey professionalism, speed and solvency above all else. You must show them solutions, and not make vague promises about the product. They do not like the repetition of the message, but rather one that is direct, informative and precise.
· The friendly consumer
They love to have a lot of activities in their daily life; they are quite creative and, therefore, enjoy new things. When it comes to business, or associating with a company or entity, they look for it to transmit trust. When making a purchase, they look for the opinion of other people, since they love interacting with others.
In this case , companies should base their campaign on creating a relationship of trust, and not rushing them to make a purchase. For example, by giving them advice, showing the advantages of your product, guiding them on how to obtain the product, and making them feel comfortable with your company.
· The expressive buyer type
This is the person who seeks to establish a before and after in their group, they are quite expressive, trying to attract attention. Every time they talk about a product, they do so by narrating personal experiences, and they kenya phone number data love to see others happy and connect with other people. They base their purchase decision purely on intuition.
This is one of the most complex types of consumers, since data or statistics are not effective with them. Instead, as a brand you must establish a humanization campaign that generates a relationship with the person. It is very important to demonstrate the effectiveness of your product through testimonials, since the expressive person makes their purchase decision taking this into account.
· The analytical person
As their name suggests, this type of person is someone who takes data, analyzes it, and also looks for all kinds of information related to the product. They are not easy to convince, since their purchase is based purely on logic, and not on experiences, testimonies or trust, as is the case in other cases. They value every detail regarding the products or services to the maximum.
When a company wants to reach this type of audience, it has to be transparent about the data and information it offers. For example, in the case of a smartphone company, each and every technical specification must be shown without leaving any gaps or making any promises about it. Only in this way will it be effective!
Now that we've finished, do you already know the buyer persona personality type? Have you implemented the right strategies for your specific case? If you have any doubts, it's best to reanalyze the characteristics of people who are similar to your brand. Only in this way will you achieve greater efficiency and good results in your personality-based marketing campaign . Don't stop trying! It's worth it because it will make a difference.