A workshop at the CIM Northern Conference 15 05 18 introducing the concepts of behavioural, geo-locational and psychographic targeting

1. It’s all about Behaviour,
Geo-location & Psychographics
David Edmundson-Bird
Principal Lecturer in Digital Marketing
Manchester Metropolitan University

2. Agenda
• Who am I?
• Why don’t I do demographics?
• Thinking about digital behaviour
• Thinking about geo-location
• Thinking about psychographics

3. Am I qualified to say anything to you?
• Who am I and how did I get here?
• Principal Lecturer in Digital Marketing
• Formerly
• Chief Learning Architect at Academee 1999 - 2002
• Commercial Director at Sozo (Manchester’s 2nd web design agency) 1995 – 1998
• My background was in AI, then e-learning and then into digital marketing

4. Why I don’t do demographics
• I don’t do ‘Demographics’ in a Digital world
• Unhelpful
• Can’t see a lot of this information in ‘Digital’
• Lazy, maybe unrealistic
• Physical and social-economic human characteristics may be useful for
product-specificity but not for communicating
• Are all ‘50-something-white-middle-class-males’ the same and do they do the same
things?

5. Caveat – something unethical is happening

6. Caveat – something unethical is happening
• This session deals only with explicit, overt and ethical use of
behavioural, geo-locational and psychographic targeting
• It relies on GDPR compliance
• It relies on platforms having achieved explicit agreement from users
• If at any point what you’re trying to acjhive seems underhand or using
dark pattern design, then you need to consider the ethical
consequences

7. Targeting Digital Behaviour

8. Targeting Digital Behaviour
• Examples of Digital Behaviour
• Typing in certain words into Google
• Visiting certain web sites
• Viewing certain pages on web sites
• How many pages, how long staying on a page, searching for specific content
• New/return, previous visits, previous purchases
• Clicking on ads
• Previous clicks, previous campaigns, previous actions as a result of previous campaigns
• Posting tweets
• Sharing Facebook posts
• Uploading Instagrams of food

9. Targeting Behaviour
• Examples of Social Media Behaviour
• Posting tweets
• Retweeting, liking, clicking on a hashtag, following
• Posting Facebook updates
• Sharing updates, liking pages, following profiles/pages, uploading content
• Uploading Instagrams of food
• Using filters, using hashtags, following instagrammers

10. Why use Digital Behaviour?
• Behaviour (e.g. Google Search) can indicate intent
• Using search as an example
• Informational intent
• Where a search for information can reveal a subsequent need
• Navigational intent
• Where a search (such as a brand) shows a very focused intent
• Transactional intent
• Where a search includes the intention (e.g. ‘Where can I razor blades online?’)
• Commercial intent
• Where a search shows research towards a future purchase is taking place
• Keyword qualifier intent
• Where qualifiers in the search show intent (e.g. specific product models, phrases such as
‘discount’, ‘coupon’, ‘free delivery’)

11. 1 Minute Brief: Behavioural Targeting Thinking
• You should think about this quick exercise:
• Choose one of your products/services/offerings (PSO) to focus on
1. Which PSO is your competitor selling?
2. What single phrase/query do you think people type into Google to find
your competitor?
3. How do people actively find out more about a PSO like yours using the
‘Intent’ models?

12. Targeting Geo-Location

13. Targeting Location
• Example of Location in Digital
• ‘On’ a web site
• Someone browsing a competitor’s site, or actually being on Google Maps
• In a wifi zone
• Someone logs in on the free Wi-Fi at Piccadilly Station
• In a Geofence (Wi-Fi or otherwise – such as SnapChat)
• In a city/district
• Someone using 3/4G is in a particular town with GPS turned on
• In or near a store
• Someone using 3/4G is in or near a retail store with GPS turned on
• How are these ‘locations’ demonstrated/identified?
• Location can sometimes be used for context

14. Targeting Location
• Classic digital targets
• Being in a country or region
• Describing a country or regional need (Eg ‘hotels in Manchester’)
• Being in or near a competitor property
• Being in specific cities or districts
• ’Checking in’
• People who have historically been in those digital targets (Eg someone who
was in Manchester yesterday or was in Chester Debenhams last week)

15. Why use Geo-locational targeting?
• Location can indicate context and/or intent
• Local search can often be about an immediate local solution
• Location often suggests specific wants or needs
• Locations context changes
• Hotels more likely to contain leisure visitors at weekends
• Location intent can also be revealed when comparing other behaviours such
as search history
• Search history can predict a future location
• Location can also act as an indicator of geographic-specific events

16. 1 Minute Brief: Location Targeting Exercise
• You should think about this:
• “Where” are they?
• “Digital where” might your customers be when they might suddenly
need/realise they want your PSO?
• “Digital where” might your customers be when you might be able to target
them?
• What single way might your customers be identifying their location or
context to you/your competitors in a digital visible way?

17. Targeting Psychographic Qualities
My favourite future

18. Psychographic Targeting
• The Main Psychographic Qualities
• Values
• Attitudes
• Beliefs
• Interests
• Occasions
• Loyalty
• Lifestyles
• Cultural influences
• NB – Psychographic qualities can often be seen as or inferred by
behaviours

19. Values Psychographics
• Values that people have – personal values
• Eg Someone might really care about animal welfare
• Where can we look for that?
• Where are they? Can we infer something from their geo-location?
• What have they joined on Facebook? Who are they following? What do they post?
• Values could include positive words such as:
• Love, patience, kindness, forgiveness, trust, selflessness, compassion,
protection, integrity, honesty, truthfulness, responsibility, reliability,
dependability, consistency, decency, justice, sincerity, commitment
• There are also negative versions of these
• Where might these be exhibited in digital? In social?

20. Attitudes Psychographics
• Attitudes that people have towards things
• Involve people’s feelings and emotions
• The attitude influences how people act or behave
• May well have a core belief or knowledge about something
• Can be positive or negative
• Attitude strength
• The significance of the attitude for a person
• Knowledge (whether true or false) about something

21. Attitudes Pyschographics
• Self/Ego-Expressive Attitudes
• Attitudes we express communicate who we are and make us feel as if we have
asserted our identity
• Eg ‘bumper stickers’, wearing a brand
• Adaptive Attitudes
• Attitudes which change (conveniently) to fit a situation (even it is isn’t really
what a person is like)
• E.g. People sucking up to someone
• Ego-Defensive Attitudes
• Attitudes which protect self-esteem
• E.g. “I hate sport” as a defence against not being particular successful at sport

22. Beliefs Psychographics
• Can be religious
• Also linked to the knowledge element of attitude psychographics
• Opinions

23. Interests Psychographics
• Sometimes referred to as AIO (Activities, interests, opinions)
• Activities include:
• Hobbies, sports, past-times
• Interests include:
• Things you are ‘into’
• Opinions
• Politics, viewpoints – it is possible to have an opinion about everything (including of a
brand)

24. Occasions Psychographics
• Fitting around events or occasions
• Quite classic
• Can be broad calendar-driven (Christmas, Eid) or specific but sporadic
(birthdays, weddings, death)

25. Loyalty Psychographics
• RFI/M – Recency, Frequency, Intensity/Monetary Value
• Also quite classic
• Recency
• When was the last time?
• Frequency
• How often?
• Intensity
• How much/how engaged/how long?
• Monetary Value
• How much is spent/purchased?
• Classic around spend – but now considered around social media
engagement or site visits
• Loyalty to you or to something else or even competitors

26. Lifestyles Psychographics
• Lifestyle = the mode of living
• Lifestyle is complex, composed of many sub-components
• Tribal
• Lifestyle can involve the buying of a style of life
• Lifestyles may not represent the totality of a customer or customers
• E.g. Just how real is the concept of ‘millennials’? Is it a lifestyle thing or an age
thing?

27. Cultural Influences Psychographics
• Religious cultures (different from beliefs)
• Influences from an ethnicity perspective
• Influences from a regionality perspective
• Colours are affected by culture
• Words and langauge

28. 1 Minute Brief: Psychographic Targeting
Exercise 1
• Which single
• Value
• Attitude
• Belief
• Interest
• Occasion
• Loyalty
• Lifestyle
• Cultural influence
Might a person have that you could target for which your PSO is relevant?

29. 1 Minute Brief: Psychographic Targeting
Exercise 2
• How is the psychographic demonstrated?
• Which single ‘place’ in digital/social would you look to see that single Value
/ Attitude/ Belief/ Interest / Occasion / Loyalty / Lifestyle /Cultural
influence being demonstrated?
• What would it look like when it is being demonstrated?

30. About Targeting
• Targeting is everything
• A segment is no use unless you can take action against it
• An action is usually:
• Communicate
• Engage

31. Getting those Segments and Targeting Right 1
• Your segments have to be distinct, distinctive and targetable
• Your segments have to ‘size’
• Big enough so it is worth spending money on communicating/engaging
• Your segments have to be actionable
• You have to be able to communicate or engage with that target based on how
you’ve segmented it
• Your segments must be stable
• Mustn’t keep changing their structure although re-segmentation needs to
occur occasionally

32. Getting those Segments and Targeting Right 2
• Your segments have to be cashable
• When called to action, a segment must pay its way and be worth targeting
• Your segments must fit you
• They should be part of your strategic plan
• Think about the value of segments that are
• Homogenous
• Heterogenous

33. Summary
• I hope we have looked at the tip of the iceberg
• We’ve thought about about digital behaviour
• We’ve looked at geo-location
• We’ve thought about psychographics
• These slides are available at SlideShare on LinkedIn via my profile
www.linkedin.com/in/davidedmundsonbird