Maximize your marketing budget efficiency with a data-driven strategy

It's a given that no two people are exactly alike. How each of us responds to marketing and campaign messages varies based on what we believe, and what we consider personally important to us.

If you’re looking to target the right messages to the right people, data can be an invaluable tool. When it comes to segmenting your audience, consumer demographic information can be limiting. Diving deeper and segmenting based on people’s values, beliefs and attitudes can be the differentiator to improving your bottom line and brand value.

Developing new depth to your campaigns and creating messages that resonate with your audience - psychographic data can make that difference.

It’s also important to get the fundamentals right when it comes to your database or CRM contacts.

Making effective use of your CRM marketing contacts

For any business or organisation, the benefit of insightful data is providing you with a clear, accurate list of the people you want to engage with. A big part of that data is contact details; the more you have, the more consumers you can reach.

This data can help a business, organisation or charity make the most of their time, and sometimes limited, resources.

With incorrect or incomplete contact details and unknown psychographic data, you could find you are wasting your budget on marketing initiatives that aren’t going to provide results not to mention the missed opportunities.

Not only does data allow you to contact existing customers it can also help an organisation become more trustworthy. Getting the smaller details right is an important factor in building customer trust, and protecting your brand.

Brand reputation is even more important now, a wrongly targeted message or wrong phone number can negatively impact your brand and how you are perceived in the marketplace.

Why the ‘why’ factor is important

Demographic data has a role to play, as does RFM segmentation, but ultimately these approaches are still limited. Especially when you consider a traditional approach to marketing.

Take two 45-year-old women who live in the same area, earn the same amount of money, and made the same donations in the last six months. With the information on hand and available resources, most organisations would be inclined to speak to them in the same way.

In reality, these two people could be completely different. They may think differently, live differently, be attracted to different things, and have different values and beliefs.

The values and beliefs of any audience should be considered because that's what drives their decision-making - whether it’s buying a car or a house, choosing a school or university or donating to a charity.

Psychographics can take you further

Helix Personas provides psychographic data that categorises the Australian population into 54 distinct personas based on values, attitudes and behaviours. Every Australian household now has a Helix Persona code attached to it.

This psychographic data is based on hundreds of thousands of surveys taken over the past 70+ years, about what people think, feel and believe.

When it comes to marketing or communications, psychographics is all about getting the right message in the right place. It’s contextual so your campaigns are always relevant.