May 16, 2014

Wow! This is a marketing goldmine...

Segmenting, targeting and tailoring are at the heart of effective marketing, and for the most part, we have been using demographic data to do that: age, gender, ethnicity, income, etc. But I recently stumbled upon a company that is doing their targeting a bit differently, at least I hope they are based on the data they’re gathering.

The co-author of Strengthsfinder has written a new book with an ingenious lead capture tool, and in a recent interview with the entreleadership podcast he revealed the genius of this system and made me wish I could emulate it.

The book is StandOut: The Groundbreaking New Strengths Assessment from the Leader of the Strengths Revolution by Marcus Buckingham, and the lead capture is a updated strengthsfinder test with an email capture. Email capture is nothing new, but what makes this special, is that the team connects the traits revealed by the test and the customer’s email address. So instead of marketing based on demographics, Marcus is able to market based on personality traits.

In the age old tradition of academia confirming common sense, a recent study by Psychological Science confirms what you would guess to be true: marketing based on personality types is more effective than marketing by demographics.

“While persuasive messages are often targeted toward specific demographic groups,” says study author Jacob Hirsh, from the University of Toronto’s Rotman School of Management, “we wanted to see whether their effectiveness could be improved by targeting personality characteristics that cut across demographic categories.”
To conduct the research Hirsh tested different marketing messages, then gathered personality data and asked the participants to rate how effective they thought the marketing was. As you might expect, messages that corresponded to the individuals personality were rated as most effective.

This is really an extension of what I’ve talked about before: in marketing, our goal is to find the goal of our customers and help them achieve those goals through our product or service. And it makes sense that a persons personality would be a better indicator of their goals than their age or where they live.

So getting back to Marcus, he has the potential through his book to build a remarkable marketing machine. Not only will he have a context for the customers but also a personality profile for each of them. He’s building an affiliate marketers dream.

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