In this short video from a recent conference in Mexico City, I talk about the changing customer journey and how businesses should think about segmentation in order to cut through the noise and get really personal with their customers. Moreover, I speak on why you should focus more on your customers' psychographic traits rather than their demographic profile.
Museo Soumaya in Mexico City.
We all as consumers and customers use today's common digital tools such as Foursquare, Tripadvisor, Yelp, Instagram and Facebook when we want to discover new places in a city or part of town that we have not visited before. These platforms are empowering consumers and enabling them to make smarter decisions in real-time. As I have mentioned many times before, the modern customer journey is no longer linearly shaped by brands, but instead spirally shaped by customers.
However, this is not only bad news for businesses since they have the opportunity use the digital footprints that consumers leave after themselves, and use that rich data as a means to segment their customers based on psychographic traits as opposed to demographic. By focusing in on the psychographic aspect of consumers brands can get a deeper understanding of their customers personality traits, attitudes, interests, beliefs and values. Overall, you'll get a much richer picture of your customer if you focus on both the demographic and the psychographic aspects. Furthermore, these consumer insights will enable you to develop seamless, intimate and loyal relationships with your customers.
Do you want to learn how to design seamless brand experiences for your brand and organisation? Pre-purchase my latest book, Seamless: A Hero's Journey of Digital Disruption, Adaptation and Human Transformation (Wiley). Seamless provides you with an on-the-ground perspective and critical guidance for thriving in a changing digital world.
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