Psychological Targeting Makes You More Likely to Click “Buy”
It’s always surprising to learn about how similar we all are, but businesses often care more about the differences between us. It’s all about “target audiences”, “customer profiling”, and “personalization”. Lumping customers into a single group and holding the same umbrella over them is not as effective as detailing their differences and using tailored strategies to profit from them. Showing everyone an advert for a million-dollar luxury yacht is not as efficient as showing the yacht to high-income groups while promoting cheaper holiday breaks for low-income groups.
When content is personalized to our own tastes and circumstances, it means we are being shown what is most relevant to us. It minimizes our workload in accessing the information we want or need. If we open up our internet browser to buy a new pair of shoes, it’s far more convenient to immediately see an advert for our favorite style of shoes than to search several outlets to find them ourselves. The more information that companies have about us, the better they can filter out the irrelevant content that we do not want to see.
You may already be thinking about the potential hazards of companies knowing too much about us, and you’d be right to raise that concern. Privacy is an important priority in our lives, and the more of it we give up, the less…
