Now added to the audience segmentation criteria. It is marketing based on personality or psychometrics applied to marketing. As they explain in an HBR analysis , if the process is done well, it allows you to connect with consumers in a much better way, since it offers a better segmentation of things. Ads deliver exactly what you want and usa phone list and can sometimes be used to be much more efficient with important messages. For example, it can help citizens to have healthier habits and behaviors. The messages work because they are much more relevant and usa phone list all because they emphasize the elements that are most necessary to connect with that specific target audience. Access to the information Obtaining the data that allows this type of action to be carried out is, however, a bit more complex than simply analyzing what has been purchased so far. In the past, brands and companies had no choice but to test consumers with direct questions to understand the psychology of the audience.
Social networks, however, have changed things. Now, using consumers' own public information, like the things we tweet or the likes we give on Facebook, it's easier to psychologically profile audiences (although, of course, doing so, however public the information, it is usa phone list an element shielded from controversy). Although the usa phone list we give on social networks can usa phone list be false (in the end, we do and say what we want to sell about ourselves), analysts have shown that this information allows us to extract fairly reliable data. A study pointed out that an algorithm managed - based on the likes given on Facebook - to know a person better than their own co-workers. Ethical behaviors and blurred borders But, as is often the case in everything that is linked to personal data and in using what is known about consumers to sell them better, the borders between what is ethical and what is not are very fine.
In this field, moreover, it can be quite easy to enter a swampy ground, since much more delicate elements are being used than we think they may be the one who knows that we have bought such a product or that we like such things. After all, they are using much usa phone list personal, much more specific elements, such as whether we are more or less sociable or whether we let ourselves be carried away more or less by fear. The border between marketing usa phone list manipulation therefore seems much more diffuse. And, in fact, personality-based marketing is in a difficult moment right now in terms of image because of Cambridge Analytica. The company - which has become the protagonist of the great scandal of the year associated with Facebook - did exactly that: it used what it had discovered about the personality of citizens to segment campaigns that resonated better.