by: Mark Arnold
Age. Income. Generation. Gender. Geographic location. You name it and marketers can segment it with many demographic tools. The reality is that all demographic and research tools are not created equally. While the examples listed above provide valuable insights, there is another more powerful tool: psychographics.
In the white paperThe Power of Psychographics: Segmented & Targeted Marketing Strategies, authorsKelley ParksandLisa Taylor Phelpsexplore how credit unions can leverage their data to find more meaningful information about their members. The paper was authored forCUNA’s Marketing and Business Development Council.
“Credit union marketers have the opportunity to connect with members and potential members on a deeper level when psychographics are used to make their offers and communications more relevant,” they say in the paper.
