Psychographics

Up until about two years ago, I was not a proponent of demographics / psychographics.

Times have changed. The "multichannel era" and the era of "best practices" have made understanding demographics / psychographics more important than ever.

Take the folks at comScore. They are suggesting that Twitter users skew older than average.
And guess what? Twitter users are likely to live in urban areas (thanks Don Libey of Libey's DailyDM and Multichannel Advisor). That's a micro-channel, folks --- urban baby-boomers communicating in passionate 140 character bursts.

If you were forced to fill in the demographic and psychographic profile of users of the following channels, could you do it?

• Catalogs, Especially Customers Coming From Co-Ops.
  
• E-Mail Marketing.
• Mobile Marketing.
• Twitter.
• Facebook.
• MySpace.
• Paid Search.
• Retail.

The future of micro-channel marketing demands that we thoroughly know the following about the user of each micro-channel:

• Age.
• Income.
• Gender.
  
• Urban / Suburban / Exurban / Rural.
• Merchandise Preferences.
• Price Point Preferences.
  
• Physical Channel Preferences.
  
• Online Visitation Preferences.
• Advertising Preferences.
  
• Lifestyle Preferences.
• Opt-In And Pull Marketing Preferences.
  

Modern micro-channel marketing demands a thorough understanding of these characteristics. You're already using Multichannel Forensics to understand the linkages.

Drugstore.com: "Green This House" Micro-Channel

Courtesy of John Cook at TechFlash, we learn about another direct marketer, Drugstore.com, as they head into the television / entertainment / video micro-channel.

Each of the videos are about three minutes long, and have that "HGTV" / "DIY" network feel, in my opinion.

We've talked frequently with MineThatData Nation about how direct marketers will basically be their own "television channels" in the future. Well, the future is coming faster than one might have expected.

Watch the four videos that Drugstore.com produced, to date, to get ideas about how this micro-channel might work in your business.