What exactly is personality marketing?

If you look beyond conventional personalization based on demographics and consumer desires, this form of marketing is actually meant to interpret what basically drives people and match messages with personality traits, according to the Harvard Business Review’s Christopher Graves and Sandra Matz. Here’s what they have to say about this type of customization:

The ABCs: Personalization, or more specifically, personality marketing involves the use of personal consumer data pulled from areas like social media’s online platforms. The goal is to match the tone or framing of the message (the thing the brand is trying to communicate or market) with the personality profile and thinking style of the consumer. There is an ethical boundary that brands have broken in the past, but Graves and Matz believe that if handled correctly, this marketing style could do the following:

  • - Personality insights and “other aspects of behavioural science” can help marketers and businesses better connect with people.
  • - It can help create a better consumer match for products, services and experiences.

Example: Consumers that do not love shopping and are motivated by price are known as “utilitarian” shoppers. People that enjoy shopping, love brands and even sign up to loyalty programs are known as “hedonic” shoppers by psychologists.

If you were to look at these two groups through the lens of traditional demographic data, they would appear similar. But they are far from that and should be treated differently.

If you research and analyze their personality profiles, found by rummaging through data about specific consumers (i.e. like on social media), it becomes easier to customize how your brand wants to engage with them.

Overall, doing a little more research about consumer personalities and not just their demographic location, and then using this data in your marketing, can help you increase the effectiveness of your messages.