The manager adjusted the advertising

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The criteria in this case can be: personality (characteristic features), admirations, life purpose, values ​​and beliefs, opinions on important issues, social status, lifestyle, etc. This classification is based on the observation that people belonging to the same demographic group respond differently to the same marketing offers. The reason is clear - demographic information only provides basic information about customers. And psychographic data allows you to understand why representatives of a particular subgroup click on your banners or ignore them, buy your products or not pay attention to them. Psychological characteristics are quite subjective, so clusters of this type of segmentation of the target first dataset audience are more difficult to define than the same demographic ones. But the information they provide is much more valuable, because with its help you can better understand the needs of clients, their likes and dislikes, what they want, what they like, and what they are ready to run away from "like the devil from incense.

" Knowing all this, you can build advertising campaigns that most accurately correspond to the psychographic profile of a certain subgroup. For example, a manager of a furniture manufacturer with his own online store identified a demographic segment - spouses aged 25-40 with an above-average income. But the offer prepared specifically for them did not interest everyone. An analysis of psychographic characteristics showed that some clients work for the environment. to emphasize the environmental friendliness of the brand, after which the conversion rate increased. Geographical In the process of geographic segmentation of the target audience, people are distributed by place of residence or shopping. This method is based on the correct assumption that people living in one region, city or village have a similar way of thinking and cultural preferences, and therefore similar needs.