Revisiting My Prediction: How Social Media and Big Data Shaped the 2016/17 US and UK Elections
In recent years, major elections and votes in both the United States and the United Kingdom have left us all shocked. From Brexit to Trump to a hung parliament in the UK, many are left wondering how the experts could have gotten it so wrong. Despite the abundance of big data and advanced forecasting techniques, these events still managed to catch us off guard.
One contributing factor to this unpredictability is the rise of segmented echo chambers on social media. Politicians have tapped into qualitative data and used it to tailor their communication strategies, while others have taken a more quantitative approach by leveraging data science and behavioural analysis.
This isn't just speculation - Cambridge Analytica, a company that worked with Ted Cruz and then Donald Trump, has proven the effectiveness of this strategy. However, aside from ethical concerns, this also raises important questions about our politicians and their use of digital marketing tactics.
Originally shared as an explanation for Trump's shocking election victory, this post now serves as a reminder for digital marketers and consumers alike to consider the impact of social media and big data on our political landscape. Let's take a moment to reflect on the power of strategic communication in shaping public opinion, for better or for worse.
Psychographic Profiling and Market Segmentation: Enhancing Marketing Strategies
This video, meant to be an informative introduction and sales pitch for the now-shamed company, highlights the importance political campaigns and companies have incorporating psychographic profiling in addition to demographic and geographic profiling when segmenting customer data. Understanding the socioeconomic factors behind consumer decisions is essential, but it's equally important to analyze the psychological personality drivers that influence their choices.
Similar to psychometric profiling, psychographics aims to create models that segment human behaviour based on factors such as the Big 5 Personality traits - Openness to experience, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. By combining this model with big data analytics for consumer, public, and business data, companies can personalize their marketing and advertising strategies according to different profiles.
For B2B customers, it's beneficial to include psychometric profiling based on job titles/roles. Utilizing these methods allows for a more effective communication strategy that resonates with consumers on a deeper level. Incorporating psychographic profiling into market segmentation is crucial for staying ahead in today's competitive landscape.
Behavioural Communication
The video also offers a straightforward explanation of behavioural communication.
In the world of marketing, effective communication is key. And while traditional methods may have focused on providing information and logical arguments to influence consumer behavior, we now know that this approach falls short. Thanks to the field of behavioral economics, we understand that people don't always act rationally and are heavily influenced by various sociological and psychological factors. That's why it's important to design a marketing strategy that takes into account psychographics, neurolinguistic profiles, and psychometric data.
Of course, this assumes that decisions are made rationally - which they often aren't. This is where big data, market segmentation, and programmatic marketing come into play in getting your message in front of the right audience. I've discussed these topics before and will continue to do so in the future, but for now, check out this video for a clear explanation of how behavioral communication works in marketing.
Gain Data Analytic Insights
Whether you're establishing a new campaign or seeking to enhance an existing one, data is crucial. "But wait," you may protest. "Isn't content king?" Well, in the 15+ years I've been involved in SEO and digital marketing, I've seen different things touted as "king." However, as they say, "the King is dead, long live the new King." The truth is, that all aspects are essential and work together for success. You need accurate data insights to understand your customers' preferences and behavior.
Engaging content plays a vital role in captivating your audience. And a well-crafted behavioral marketing communication strategy ties it all together seamlessly. So don't overlook any of these components - they are all kings in their own right when it comes to achieving digital marketing success. With good data, captivating content, and a strategic communication plan, you can effectively target and appeal to your audience's interests and needs. Don't underestimate the power of each piece working together towards a common goal - reaching and engaging your target market.
In conclusion – winning elections with psychographic profiling, big data and behavioural communication
In conclusion, it is crucial for those working in sales and marketing to understand the concepts of psychographic profiling, big data, and behavioural communication. While these technologies may seem complex, having a basic understanding can lead to great success in campaigns, pitches, and proposals.
As consumers, it is our responsibility to be aware of how our data is being used and how we are being influenced by targeted marketing. By educating ourselves, we can choose to accept or challenge the worldview being presented to us.
Furthermore, understanding the psychological drivers and personality traits of others can help us shape our behavior and communication to promote positive change and challenge negative social norms ethically. This is the foundation of my website and blog on communication psychology and the Bethe100thmonkey project.
We must also recognize the power we hold as consumers in shaping the future through our digital data and consumption habits. By demanding better content and using our influence on social media, we can promote positive messages and challenge problematic societal norms.
