Thursday, May 26, 2016

Pitching it Right: The Psychology of 'Targets' in Today's Digital Marketing

Your product is only as good as the impact and actual sales it generates from  customers. 

All modern marketers know this.  Regardless of how appealing an ad may look at first glance, the only tangible means of measuring its real impact lies on the response of the target market  - which technically spells out the profit you get from any product or service. 

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Decades ago, companies battle to stand on top of their league against one or two direct competitors. At present, apparently, the battle arena has changed. May it be for better or for worse depends highly on how well a business conglomerate understands their market and uses the available  tool at their disposal to get things done. 

The tough market competition is one of the reasons why current SEO consulting services strive to build stronger rapport between the company they serve and their specific target audience. To do this, a thorough understanding of the following psychological factors is vital. 


  • What age group does your specific market belong to?
  • What are their educational attainment?
  • Are they employed? On what specific professions?
  • How much is their income?
  • What is their ethnic origin?

Going for something like 'college level adults'  is valid. But it's hardly enough.  Getting more specific by answering the questions above paints you a clearer picture of your market's  current economic status and capacities. This in turn makes it so much easier to pattern your marketing approach that fits their preference. 

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  • What are their hobbies?
  • What kind of lifestyle do they follow?
  • How do they behave?
  • What visible attitude is dominant in their personality?

Identifying the psychographic is like asking a friend of their hobbies and interest. What makes them tick?  To some industries, pointing out a specific interest may not be enough. Strive to get down to the nitty-gritty of what your customers want.  For instance, 'What keeps them awake at 2 o'clock in the morning - that something they just can't let go before hitting the crib?'

Feelings and Needs

  • What are their specific needs?
  • How do they feel about the current products or services offered in the market?
  • How will they feel about your own products and services?

We've heard this before- that unless we connect emotionally with our market, we'll never get to win their trust. It's how politicians win, shaping their political agenda to directly address the need of the majority. Marketers surely are not politicians per se. But the dynamic on which they work to promote a message has this stark similarity - hitting on the people's feelings. 

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Concrete, Relevant Situation

  • At what particular scenario can they make use of the product or service you offer?

Instead of crafting a message surrounding an overly general situation such  as 'creating a more attractive advertisement,'  why not go for something like 'creating a proven-effective 30-second video ad to combat drugs?' 

Some marketers, in their desire to avoid over-the-top claims, for fear of inspiring negative feedback, miss the chance of seeing the full potential of their products. 

People like it when you tell them what's in it for them. But they love it even more when you show them a distinct added value they can use often. 

So Get it Right and Pitch to the Right Target!

Seasoned marketers love to tell beginners; 'It's never about your product or service but your audience.'

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So the next time you start drafting that online press release or writing  that script for your next video ad, stop ,think about your TARGET and ask yourself the following questions:

  • Who are they?
  • How does my/our product help them? 
  • What can we offer them that other competitors in the market don't?

Get to know your target. It's the first step to marketing right.

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