Can you elaborate on the concept of focusing on psychographics over demographics in marketing?

In marketing, focusing on psychographics over demographics means targeting customers based on their attitudes, interests, and behaviors rather than their age, gender, or location. Psychographics provide a deeper understanding of what motivates consumers, what they value, and how they like to spend their time. This allows marketers to create more personalized and effective campaigns. For example, instead of targeting all women aged 18-24 (demographics), a marketer might target women in that age group who are interested in sustainable fashion and regularly shop online (psychographics).

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This is Marketing

How can you use marketing to spread your ideas and make the impact you seek? Marketing has more reach and more than ever before. Learn about how empat...

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Start your marketing by asking yourself what change you are trying to make happen. Focus on something specific and attainable. You can't change everyone, so think about changing a specific group of people. Choose your group based on their worldviews, what they dream of, believe, and want (psychographics), and not based on what they look like (demographics).

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The book "This is Marketing" challenges existing paradigms in the marketing field by advocating for a shift from traditional demographic-based marketing to a more empathetic and service-oriented approach. It emphasizes the importance of understanding the worldviews, dreams, beliefs, and desires of a specific group of people (psychographics) rather than focusing on what they look like (demographics). The book also encourages marketers to start their campaigns by identifying the specific change they wish to effect, thereby making their marketing efforts more targeted and impactful.

A small business can use the concept of psychographics from "This is Marketing" to grow by focusing on the worldviews, dreams, beliefs, and desires of a specific group of people. Instead of targeting a broad demographic, the business should aim to understand and cater to the psychological attributes of their target audience. This understanding can guide the development of products, services, and marketing strategies that resonate with this group, leading to increased customer engagement and business growth.

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