Relevvant Redefines Brand Engagement with Psychographic TargetingIt’s no secret that driving brand engagement is a priority for marketers. How you do it, however, is widely debated. There are many tools and platforms from which marketers can optimize community engagement, but how do you know which one is able to understand the needs of your community? Like snowflakes, no two brand engagement strategies are the same, but thanks to Relevvant’s new platform, marketers can begin to apply psychological elements to their engagement processes to leverage big data sources across multiple communication channels, all from a single platform. 

The Psychology of Relevancy

Relevvant’s proprietary technology stack can leverage dynamic social, location and purchasing data, as well as other big data sources, to power advanced psychographic targeting and interest-based consumer engagement across multiple channels. That’s quite a mouthful -- what does it all mean?

As brands begin to engage customers online across various social and mobile channels, the amount of information collected can be hard to digest and use to the brand’s advantage. As a result, Relevvant was moved to help brands makes sense of it all so that content can be developed and delivered to the appropriate audience. That’s where the psychographic targeting comes in.

A few days ago Marty Weintraub, CEO of aimClear, an online marketing agency wrote about psychographic targeting on his blog. He said

"Psychographic variables are any attributes connecting users’ personalities, values, attitudes, interests and lifestyles. Some intellectuals also refer to them as IAO (interests, activities and opinions) variables. Psychographic variables complement and contrast classic demographic variables (like gender and age), behavioral attributes (like loyalty and usage habits), and firmographic variables (such as industry, seniority and functional area)."

In other words, customer demographics like age, gender and location can only provide so much feedback. Understanding the individual attributes of customers can provide a deeper perspective and a fuller persona of each user. Put them together and marketers can, as Weintraub says, “get past standard theoretical knowledge and put yourself in the shoes, mind, actions and daily routine of a customer’s life and living habits, from mild to wild.”

Get to Know Your Customers

That sounds like a lot of work, though. Which is why Relevvant’s new platform is pretty significant. By leveraging deep data to grow, target and optimize large scale campaigns, Relevvant helps brands understand the interests and motivations of their audiences. With proprietary algorithms, brands can utilize this data in real-time through push notifications, SMS, email, social and display to better engage with their target audiences.

As a marketer with a bachelor's degree is psychology, I've often tried to better understand the habits and motivations of consumers. Integrating psychographic principles into brand engagement is necessary as brand engagement moves to the next level. The way people behave is both social and a science, so what better way to understand it then by looking to the social sciences?