September 5, 2019

Introduce Psychographics to Your Marketing Plan

Marketing is about delivering your products and services to an audience who might benefit from them. By now you are probably familiar with the term demographics, but now it is time to learn a new marketing approach: psychographics.

Demographic information deals with gender, ethnicity, age, marital status, income level, and other social characteristics. Psychographic information, on the other hand, deals with hobbies, spending habits, personality, interests, and overall lifestyle characteristics.


When it comes to buyer’s habits, demographic concerns the “who” and psychographic concerns the “why.” When used in combination, these methodologies begin to show a detailed profile of your audience.

Understanding this profile is the key to not only reaching your target audience but uncovering the techniques and strategies that will persuade them to buy your products and services.

The most important aspect for marketers to understand is the difference between the two data sets. Just because two individuals are similar in regard to demographics, does not mean they have similar psychographic profiles.

Segmentation allows marketers the opportunity to differentiate specific consumer groups and target them specifically. For example, a marketing approach to middle-age upper-class women might differ wildly from middle-age lower-class women.

Once these consumer groups have been identified, marketers can custom-tailor their marketing efforts and content to fit each group. This strategy is cost-effective and an infallible approach to increasing sales conversions.

Consumers are often guided by their lifestyles, attitudes, and most importantly, their perception of where they should be in life.

Showing consumers, the products and services they need at their exact point in life will give marketers the chance to connect with their audience and turn their passive followers into proactive consumers.

To do so, marketers need to learn as much as they can about their potential consumers by following these simple steps.

Collect Data From Existing Customers

There is simply no better resource of information than current customers. There was obviously a specific marketing approach or specific interest that alluded your current consumer base to your company, so the goal is to determine what that specific appeal was.

Discovering trends in existing relationships is key to targeting future customers – chances are, your future audience will be similar to your current audience.

Get Personal With Your Audience

Any successful marketing plan prioritizes the relationship between business and consumer. If you already have these relationships formed, use them to your advantage and get personal.

Whether you reach out to them directly over the phone or email, or target your entire audience through social media platforms, include some directed questions and let the psychographic answers roll in.

Review Your Data

A company’s website is a goldmine of consumer trends and information. By looking at website analytics, marketers can discover which web features have been working best, including photographs, videos, textual content, pages, or CTA buttons.

This analytical data shows the true motivations and interests behind consumer actions, which allow companies to pinpoint their psychographics attributes.

If you would like more information about demographic and psychographics marketing, need help managing your online presence, or other digital marketing services, contact Pink Dog Digital at (410) 696-3305, email us at, or visit us on the web at

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