Characteristic data is a game changer for marketers, and it’s no secret why. Access to specific data about prospects and customers means that brands can now understand not just who their customers are, but how they feel. It’s this insight that’s shifting the landscape and allowing brands to reach their customers on personalized, one-to-one levels in order to foster lasting relationships and loyalty. In this ever-changing environment, businesses must learn to converse with consumers on a personal level in order to ultimately build and foster lasting relationships that benefit both parties.
The Shift from Demographic to Characteristic Marketing
There’s a seismic shift happening in the world of marketing, and it’s changing the way brands segment, understand and engage with customers and prospects. Demographic-based marketing is dead and characteristic marketing is on the rise. Marketers now have more access to data points about their consumers than ever before. This access to data provides insights into knowing what will motivate and drive consumers to action. Having the programs to filter data gives marketers the ability to determine common characteristics that correlate with real engagement and to then apply this to drive customized marketing efforts forward.
According to Forrester, “The move from descriptive to predictive analytics is not merely a time shift from past to future; it’s also a mind shift from aggregate analysis to individual treatment, from universal insights to personal insights.”
How Characteristic Data is Changing Marketing
By moving from demographic data to characteristic data, marketers are able to ascertain actionable buying behavior of prospects and customers. Never before have marketers been able to unlock conversations, moments, feelings and raw details in regards to their audiences.
In the beginning, online media was invasive and frustrating for users. From there, we moved to the power of Google, which allowed brands to purchase display ads. While these were placed directly in front of the right users, these ads still lacked human connection. Enter: the age of social media. Social gives brands the ability to converse with users in a non-invasive way, where the user even volunteers information about themselves—including their emotions and feelings. All of this characteristic data is now available to marketers.
Unlocking Buyer Behavior with Data
Once you unlock buyer and customer behavior, you can use these insights to your advantage. The key to doing so lies in social media. Through social, brands can collect feedback in real time while gathering a more in-depth analysis. This leads to uncovering the needs and wants from the community while also allowing brands to assess if their product messaging is working.
Tracking sentiment on a large scale is another way to unlock buyer behavior. Through our access to Facebook Topic data, we can mine Facebook data in order to understand the community. Once you understand your community, start talking—but also start listening. Getting to know your prospects and even your current customers fosters trust and loyalty. Brands can do this by tapping into characteristic data. Accessing insights through data-driven tools and platforms, such as Insightpool, means that we can immediate insight from social—in essence, your own audience segment is its own online focus group.
Characteristic data is changing marketing in a variety of ways. While this shift presents new challenges for the CMO, it also offers new opportunities for brands to reach and connect with their audiences like never before.