Including personality types into marketing segmentation

Depending on who you are as a person – even after trying to fully align this post with your professional  interests – you may not give this post a read beyond this first sentence. And that’s exactly the point of this post. The content marketing world is heating up. Customers are saturated with an overload of information being thrown at them. And brands are finding it much more difficult to get their messages through. Everyone is now talking about context. And the rise of data analytics and digital technologies are making it more feasible to build this so called context. Still, very few are able to initiate customer relationships other than offering a promotion when a customer is near by, or based on what customers bought before. Even with all that, given the abundance of promotions, there is suspicion about your great bargain offer as customer scramble to investigate if what they are being offered is indeed a good deal (price, quality, fit, etc.).   In this post I’d like to highlight a very interesting concept of personality types, that may enable us to boost the effectiveness of our promotions, build better context and strengthen our long term relationship with our customers. An examination of personality types may be a great way to begin to build relationships based on the inherent nature of our customers – all else remaining equal, what offer and positioning is likely appeal to them. Which part of our offer will they most resonate with? Jay Rosenberg at The Quant Method (www.quantmethod.com), sent […]