Today begins a new series of blog post exploring the psychographic segmentation targeting using Facebook Adverts.
Calling this series The Psychographic Not Demographic Facebook Ads Targeting series.
Delivered on Sundays. Today birthdays and anniversaries targeting.
From the top of the pile of Laundry
Classic marketing teaches us to think about targeting people in using “objective” demographic criteria. Demographics is the idea of slicing and dicing a market by age, gender, ethnicity and other broad variables as means to understand the differences and commonalities amongst people.
E.g. “our target audience is 14- to 34-year-olds” or “we are launching a campaign aimed at urban Latinos” (from here).
Where as psychographics note peoples’ attitudes, interests and behaviours, and provides deeper insight that builds upon the demographics.
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An analogy is precision vs accuracy
Precision is to demographics as accuracy is to psychographics.
Both are needed to hit the bulls- eye and target the exact right audiences.
Demographics are the fundamentals and psychographics the higher order characteristics of people.
- Poor Demographic and no psychographics is hitting the target anywhere – with a wide ‘grouping’. Low accuracy, low precisionNo demographic and excellent psychographics hits the target anywhere with small ‘grouping’; Low accuracy, high precision
- No demographic and excellent psychographics hits the target anywhere with small ‘grouping’; Low accuracy, high precisionExcellent demographic and no psychographics hits the target anywhere with small ‘grouping’; High accuracy, low precision
- Excellent demographic and no psychographics hits the target anywhere with small ‘grouping’; High accuracy, low precision
- Excellent demographic and excellent psychographics hits the target in the bulls -eye with a narrow ‘grouping’; High accuracy, high precision
Today’s Psychographic Segmentation Not Demographic Segmentation
Get ahead of birthday’s and anniversary’s!
Are you a florist, gift shop, restaurant, or a wine shop?
Yes! These targeting are your you.
Previously birthday targeting only allowed marketers to target birthday that were (soon) upcoming. NOW advertisers can target users based on birth month!
How important is targeting people with upcoming birthdays, wedding anniversary, or celebrations?
A birthday or anniversary is an urgent deadline requiring action from people. Flowers, gifts, dinner out, and drinks.
Don’t underestimate the power urgency and scarcity in motivating people into action.
Facebook now provides ‘birthday month’ and birthday ‘next week’ targeting options!
Start in the audience interface and build a saved audience.
Psychographics Segmentation – Anniversaries
Anniversaries in the next 30 days and 31-60 days.
United Kingdom has 41 million people on Facebook and 350K of those have anniversaries in the next 30 day!
Psychographic Segmentation – Upcoming Birthdays
A newish birthday section allows targeting people who are having birthdays in the next week.
1,2 million people in the UK have birthdays in the next week.
Psychographics Segmentation – Upcoming Birthdays by Month
There is more targeting. How about targeting friend of people who have a birthday in the next week?
How happy does this granular targeting make gemstone retailers florists, gift shops?
Probably very, very happy.
Happy targeting and get more customers.