Aside from the staple demographics and psychographics, marketers today evaluate their target consumers’ technographics more than ever.
“Simply put, it’s how consumer uses available technology,” says Rezza Custodio-Soriano, vice president for external affairs of Team Planu, a digital marketing company, in a recent lecture at the International Institute of Digital Marketing (IIDM).
“What digital channels do your consumers use? What sites do they visit? What kind of digital devices do they use? Do they follow a digital trend like podcasts or curation? Whatever it is, the digital marketer must take note because it will help him put channel and content planning in surer footing,” reminds Soriano.
She also stresses the importance of identifying the consumers’ content preferences like the websites they visit or the bloggers they follow.
“Digital marketers must be able to identify their consumers’ influencers,” says Soriano. “This will help decrease the risk of being ignored when the digital marketing plan goes live.”
Soriano challenges digital marketers to get to know the competing brands’ efforts and how it affects their target market.
“What is your consumers’ attitude towards competition? What’s their attitude towards their content? This will help you know what your competitor is doing right or where they are failing. You should learn from them.”
Technographic segmentation is used to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies.
The concept and technique was first introduced in 1985 by Dr, Edward Forrest in a study of VCR (video cassette recording) users. It suggested that the profiling of technology consumers “should be based on an amalgam of variables which might best be referred to as ‘technographic’… which focuses on the motivations, usage patterns, attitudes about technology… as well as measures of a person’s fundamental values and lifestyle perspective.”
In The Digital Marketing Plan of the Certified Digital Marketer Program, you’ll learn how to incorporate specific characteristics like technographics, demographics, and etc. into your digital marketing plan. When you put these pieces together, you create a marketing message that’s highly relevant to your target audience.
If you’d like to learn more about the course, log on to imadigitalmarketer.com or call 927-0096 / 0928-506-5382 for more details.
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