Consumer buying decisions are not entirely fact based. Evidence of “non-linear” behaviours in all industries reflects this.
This is why many of the traditional segmentation models – along the lines of demographics and lifestyle associations – are inadequate to meet the need to understand the underlying reasons a consumer makes the choice they do.
Instead, it is our emotional connection to a product, service or experience that influences what we choose. This is what every marketer seeks to understand. Why do consumers do what they do? In heathcare, a patient’s attitudes about illness are what determine their actions toward wellness. This makes no sense. Just the same, it is what we do.
Consumer choices are the result of emotional connections and gut feel.
This is why social networks are so important to influencing consumer choice. The give and take among consumers allows marketers’ messages to play off shared instincts and trigger emotional connections. Sharing, Comments, Likes and ReTweets are forms of instant feedback that help shape inarticulate feelings about what is being talked about. The underlying marketing assumption to “engagement” is that the consumer connects on an emotional level with what is being said.
If marketers were able to target messages in appealing and relevant ways to discrete groupings of consumers according to the emotional connections that drive their behaviour, then this would be (and is) a powerful tool. To do so in social networks would be even more powerful because of the way the messages can enjoy the implied endorsement of like-minded people.
The three most powerful words in the word-of-mouth space? People like me.
Targeting to segments comprised of shared emotional connections is an important key to success in social networks.
Can this level of microsegmentation take place on social networks? Yes. At KPDi we target these types of important consumer segments. Our Facebook Manager and our Twitter Manager Platforms allow marketers to customize – even personalize – messages to specific targets, markets, offerings, even languages. However a marketer wishes to slice and dice.
Great marketing is local, and effective communication is personal. Is there any better way to reach your consumers than with targeted messages based on the emotional connections that drive behaviour – accelerated by the very best of “people like me”? Lemme know.