Psychography in the digital sector is a method that tends to investigate, through the use of some tools, large masses and groups of consumers, accurately drawing information for their profiling or extracting the most common tastes and preferences among them.

The examination of behaviors, values, habits, tastes and all those psychological and social elements that can be extracted from an interactive analysis, create a database of information that can help the marketer to create the right advertising communication for the launch of a product to submit it to a specific audience with a high probability of success, or to the determination of a functional and efficient business model aimed at sales, or to identify what consumers want about a certain type of product or service and / o what they expect, allowing the company to supply it according to the needs and requirements most requested by the reference market.

Health, food, the propensity towards technology, aspects and preferences towards places to stay, unconscious expectations and desires, nature, the city, the home, the family etc.

There are many issues that can be examined to "profile" a potential customer.

In essence, this research is carried out, the results are collected, they are placed in an audience and an adequate communication is created to solicit them.

On Facebook, for example, there are many profiles that do not exactly offer correct owner profiling. Many preferences or choices or likes etc. they are performed for a reason linked to trends or to stand out in the group of friends or for the most disparate reasons. Age, address, sentimental situation and other public information are not necessarily correct. Not to mention the fake profiles.

This involves, when carrying out an advertising campaign on Facebook, the profiling of an audience that as a whole does not respond to what has been selected in terms of characteristics.

The natural consequence will be to convey an advertisement to potentially not interested users.

But this is only a real example of the consequences that all those who work in marketing every day have. The failure or failure of many advertising campaigns and the high cost of reaching the targets is the reason that drives a marketer today to apply psychography to audience analysis.

What I want to say is that through multiple digital channels it is possible to organize "identification" campaigns to create an audience responding to the chosen characteristics.

Antonio Di Chiano

(Marketing & Seo Specialist, CEO Ergoware LTD)