Consumers now expect more from brands, as we can see they want a personalized experience that speaks to them alone. that’s why consumer profiling is important.
Marketing has always been challenging, therefore marketers need to develop customer and consumer profiles based on their interests, behaviors, attitudes, perceptions, and behaviors.
That’s way consumer profiling or customer profiling is the only way to collect every needed insight you need to identify, define, and segment your target audience.
Consumer profiling is not only about doing extensive research, but it also goes far beyond the basic demographics. It means you have to get closer to your consumer as possible, that way you can reach them the right way.
Consumer profiling means creating value from data, that way you will understand what you need to know about your target consumers and the market around them.
The process starts like that:
Understanding consumers’ reasons are more important today because marketing work is personalized, responsive, and adaptive to consumer needs. Back in 1984, Orvel Ray Wilson famously said: “Customers buy for their reasons, not yours.”
You need to target your marketing as possible to your target audience, therefore audience segmentation is important as it ensures this happens. The traditional market segmentation involves splitting consumers into groups based on their basic demographic data like age, gender, or location.
Nowadays, the process goes much deeper than before. There are new segmentation techniques. The following chart shows the types of segmentation.
The following chart explains what marketers need to know about today’s consumers.