Like for instance, I was driving in a car with a friend in Denver and they asked me if I use Pandora. My immediate reaction was that "no, I am not into Pandora" as I thought he was talking about the jewellery brand that is very popular in Australia and overseas.
We were having totally different conversations. Something that I have become quite use to through my international travels with the Australian accent being very hard for most people to understand and the fact we call "garbage" - "rubbish", "bangs" - "fringe" and so on, adding to language barrier issues.
Pandora, is an iphone application that brings radio to a new era. It provides personalised, mobile and free music that is tailored to your individual taste in music. For instance, if I like Black Eyed Peas, chances are that I would like songs from Kings of Leon. Through algarithms, the application tailors a music selection based on the songs you like and makes selection without you even having to 'find songs' like many other similar types of applications force you to do.
This got me thinking. How well do we know our customers and how well do we profile them to ensure that we "talk their language" and "give them what they want and need" in business? If a Marketing Eye client is open to proximity marketing then chances are that they would be open to other mobile marketing techniques, iphone applications and so on. Through algarithms, I am sure we could model our clients according to not just what products or services we want to sell, but what they are as individuals open to.
How often do marketing companies use psychological profiling on their clients to know them better and explore their personality traits to accomodate a better service offering? Think about your business and your customers and see what tools you can use to improve your customer profiling to better service their needs and make the sales process more succinct.
Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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Good to hear that you're enjoying your time in the USA. New York is indeed one of the most impressive places to visit.
With regard to psychological profiling, it is closely related to consumer psychology, which in my opinion is one of the most intriguing branches of the marketing field.
Back in the day I always thought that marketers were masterminds who knew how to use psychology to their advantage and 'encourage' people to buy their products. In reality, it is surprising how little psychology is used in marketing.
Customer profiling should be based on at least a basic understanding of psychology. I would recommend having a look at a book by Robert B. Cialdini called Influence: The Psychology of Persuasion. It is one fascinating read and I keep going back to it for ideas.
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