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Category: psychosocial linguistics

  1. Psychographic Profiling, Big Data and Behavioural Marketing Communications Win Elections and Votes

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    The last three major elections/votes in the US and UK have been filled with shock. First came Brexit, then came Trump and now we have a hung parliament in the UK.

    How does this happen? How do the pundits get it so wrong? How does this big data not make forecasts more predictable?

    There are many theories as to why these votes turned out the way they did. But one underlying theory is that communication and segmented echo chambers on social media became an issue.

    Some of this will be because politicians tapped into qualitative data, feelings and frustrations of the general public and used this to steer their communications strategy.

    Others will have taken on a more quantitative approach taking on board data science and behavioural science to design their communications strategy.

    This is not just theory. One company Cambridge Analytica worked with Ted Cruz and then Donald Trump to do exactly this.

    Apart from the ethical questions, this begs us to ask about our politicians like we need any more, this does also make us as digital marketers and consumers take a moment to pause and consider.

    Psychographic Profiling and Market Segmentation

    This video is an excellent explanation of how psychographic profiling should be used along with demographic and geographic profiling and should actually lead the field.

    When we look at segmenting our customer data, we need to be able to understand not just the socioeconomic drivers behind their decisions that tell us that all people of this demographic or geographic profile should receive the same advert but also the psychological personality drivers behind people's decisions.  

    As with psychometric profiling, psychographics sets to design models of human drivers of behaviour to segment the data of consumers, the general public and business users.

    poster-german-metro-subway

    The OCEAN model mentioned in the video utilises the Big 5 Personality traits and like in psychometric profiling models like the Myers Briggs MBTI model often used in recruitment its a way of segmenting and modelling human behaviour.

    • Openness to experience,
    • Conscientiousness,
    • Extraversion,
    • Agreeableness, and
    • Neuroticism

    By utilising this model along with big data analytics around consumers, the general public and business users you can define your communication strategy around this data and segment the marketing and advertising to ensure different profiles receive a more personalised and psychographically profiled advert that appeals.

    Note: for B2B customers you will do well to include psychometric profiling around the person's job title/role.

    Behavioural Communication

    The video also offers a straightforward explanation of behavioural communication.

    The private beach owners sign being one of information only or one that instils a fear of sharks will have two unique effects on the average beach dweller.

    This explanation is simple but gets the point across. For too long marketing communications have been creative but information based assuming that if we provide a logical argument customers will make an informed decision. However, behavioural economics shows us that people do not act rationally all of the time and often act in very different ways depending on many different sociological and psychological factors.

    pexels-photo-377909

    Therefore designing a behavioural marketing communication strategy around psychographic, neurolinguistic and psychometric profiles seems the most rational decision. But obviously, that’s assuming you make a rational decision. But once you have done this how do you get this message in front of the right people?

    Big data, market segmentation and programmatic marketing, are a few areas.

    I have written about these subjects before, and no doubt will do so again in the future. The video does also give a good explanation.

    Gain Data Analytic Insights

    Whether you are setting up something entirely new or are looking to improve and existing campaign data is king, “I thought it was content?” I hear you scream. Well yes, this is the thing in the 15 plus year I have been involved SEO, and digital marketing in one way or another something is always king for awhile. But as they say “the King is dead, long live the new King” The simple answer is that they are all King and are all important.

    You need good data insights, you need good, engaging content, and you need a good behavioural marketing communication strategy.

    Good data will tell you who your customers are, what their likes and dislikes are, what their drivers are and how they are interacting and reacting to the content you create.

    In conclusion – winning elections with psychographic profiling, big data and behavioural communication

    So what are the takeaways? Well firstly if you run a marketing department, marketing agency or work in sales and marketing in any way shape or form you should study these concepts. And while you may not use these technologies, models and techniques in such sophisticated ways gaining a basic understanding can bring fantastic results for your campaign, sales pitch, argument or proposal.

    As consumers and members of the general public, however, we should become aware of how our information, our data, is being used, how we are being influenced and how our views may be becoming segmented, segregated and siloed. By being informed, we can make the decision to accept it or challenge the world view we are being given.

    Also by gaining an understanding of the psychological drivers and personality traits of others, we can shape our behaviour and communication to help win arguments, challenge bigotry or negative social norms ethically to improve society. This is what I tried to instil in this site and my other blog site on communication psychology and through the bethe100thmonkey project and in my books.

    If we think about the power we have as consumers in the above example, we can help shape the future by the digital data we put out and the content we consume or demand better of. We can also use our power in the digital world and across social media to promote positive messages and challenge social norms.

    Please also see the below fantastic Ted talk that looks at how we should be challenging our biases and siloed views to see past our own perspective and find truth.

     

    As a side note: as digital marketers we might also consider is it worth using this knowledge and skill to help get more young people out to vote and not to side with one political party or another?

    Also this is just scratching the surface of the above techniques, models and technologies. 

     

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    free advice by SEO linguist, Digital & Behavioural Marketing Analyst: Sam O'Prey from Telford, Shropshire, West Midlands UK specialist in helping charities, not for profits, social enterprises, SME's and activists to get their message noticed

     

    images sourced from pexels.com and
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    Gratisography
    Source: gratisography.com

    As CC0 License

    ✓ Free for personal and commercial use
    ✓ No attribution required

    Youtube video was flagg as Standard YouTube Licence on the Concordia profile which means its free to embed and share
    Ted Talk taken from ted.com

  2. Website Marketing Basics - Keyword analysis

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    What is keyword analysis and why is it important?

    Well, quite simply it’s the analysis or keywords, well duh. But seriously if you remember in the first chapter we talked about keywords or phrases, which are the words an internet surfer uses when looking for a product, service or website in a search engine.

    They type these keywords or phrases into the search box of the search engine, and the search engine spiders then crawl through their database and list all relevant websites in the most relevant order.

    keywords

    Keyword analysis can break down into two areas of concern for you the would-be internet marketer.  

    1. An analysis of the keywords or phrases that your potential customers may type in to find a website like yours.
    2. An analysis of the keywords on your website and in the back end of your site to see how they relate to the keywords your potential customers will use.

    Understanding this process and getting it right can be crucial to your website success. 

    The first step in this is a simple research strategy whereby you look at the competition and the keywords that they are using or that they come up under and start making yourself a list.

    There are keyword suggestion tools out on the web that can be quite useful in finding keywords to use. As well as keyword popularity tools that will tell you the most popular keywords used and the average search volumes there are for these each month.

    Knowing what the most popular search terms and words are will tell you where you should be aiming your keywords. If your market is a particularly vibrant and competitive market then you may look at the less obvious keywords or misspelled versions of those keywords that the bigger players may not have thought of to gain a market edge. Remember the internet is a fast-paced environment where the searcher does not always have time or worry about the correct spelling or search term.

    If you are going to use a term that is less obvious try and think out the box slightly, maybe you will use slang terms or specialist terms so that you stand out. Try and look out for where the competition has missed a trick.

    Another good trick is to look at getting regional coverage first and national and international coverage second. By making your keyword phrases geographical you may find that you become the biggest player in your given area and you may leap frog some of the more established companies in the area.

    There are no wrong or right keywords there are only keywords that relate to you. Try to keep the keywords related to your product or service if your site comes up under a search term that has nothing to do with what you have to offer the user will leave quicker than they arrived.

    Keyword analysis is also a very important part of your adwords or pay per click campaigns so bare this in mind when preparing a campaign. You can find very useful tools that will give you an idea of good and strong keywords to use both in your advertising and on your website. In Google Adwords this tool is simply called the keyword tools.

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    Website Marketing Basics - Keyword analysis - advice by SEO, Digital & Behavioural Marketing Analyst Sam O'Prey from Telford, Shropshire, West Midlands UK helping charities, not for profits, social enterprises and activists to get their message noticed