Social networks are going to introduce psychographic targeting
Social networks intercept the role of the most visited sites from traditional portals. This is a classic example of how the websites of the new generation Web 2.0 are pushing their predecessors of the “obsolete” type out of the Web. But the problem is that effective advertising models and technologies that would use all the unique advantages of social networks, for example, user-generated content (UGC), have not been created for new sites. However, such technologies are beginning to appear, writes CNet .
For example, the Australian startup RelevanceNow has created a technology that it calls “social intelligence” (social intelligence). This is an analytical tool that can give a psychographic assessment of users in a social network.
Psychography describes consumers from the point of view of their psychological profile (life position, interests, values, opinions and lifestyle). For example, one of the classics of psychography in 1983 segmented American society into nine classes: “holistic” (2%), “successful” (20%), “imitators” (10%), “socially minded” (11%) , “Empiricists” (5%), “self-oriented” (3%), “belonging to a certain class” (38%), “supporting their existence” (7%) and “surviving” (4%).
Psychographic assessment of users is a unique opportunity available only in social networks. Thus, advertisers can get here a unique opportunity for psychographic targeting.
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RelevanceNow technology allows you to automatically analyze a person’s life-to-life relationship based on semantic tags that can be found in his personal profile, blog, or in a chat with a specially created virtual interlocutor.
For example, the program is able to automatically detect teenagers who are unsure of themselves. Needless to say, what is the value for a marketer - to have contact information about a few thousand unsure teenagers. As you know, this category of consumers is easily susceptible to suggestion and advertising "brainwashing."
Psychographic targeting RelevanceNow is already used in several small social networks, and now they have stated that they have agreed to implement the system “in one of the largest social networks in the United States and Australia”, although they do not inform which one.
For example, the Australian startup RelevanceNow has created a technology that it calls “social intelligence” (social intelligence). This is an analytical tool that can give a psychographic assessment of users in a social network.
Psychography describes consumers from the point of view of their psychological profile (life position, interests, values, opinions and lifestyle). For example, one of the classics of psychography in 1983 segmented American society into nine classes: “holistic” (2%), “successful” (20%), “imitators” (10%), “socially minded” (11%) , “Empiricists” (5%), “self-oriented” (3%), “belonging to a certain class” (38%), “supporting their existence” (7%) and “surviving” (4%).
Psychographic assessment of users is a unique opportunity available only in social networks. Thus, advertisers can get here a unique opportunity for psychographic targeting.
')
RelevanceNow technology allows you to automatically analyze a person’s life-to-life relationship based on semantic tags that can be found in his personal profile, blog, or in a chat with a specially created virtual interlocutor.
For example, the program is able to automatically detect teenagers who are unsure of themselves. Needless to say, what is the value for a marketer - to have contact information about a few thousand unsure teenagers. As you know, this category of consumers is easily susceptible to suggestion and advertising "brainwashing."
Psychographic targeting RelevanceNow is already used in several small social networks, and now they have stated that they have agreed to implement the system “in one of the largest social networks in the United States and Australia”, although they do not inform which one.
Source: https://habr.com/ru/post/4555/
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