{"id":62185,"date":"2023-01-31T02:59:44","date_gmt":"2023-01-31T02:59:44","guid":{"rendered":"https:\/\/mailrelay.com\/?p=62185"},"modified":"2026-10-07T21:12:40","modified_gmt":"2026-10-07T21:12:40","slug":"what-is-personality-based-marketing","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2023\/01\/31\/what-is-personality-based-marketing\/","title":{"rendered":"What is personality-based marketing?"},"content":{"rendered":"

You may have heard about personality-based marketing at some point. These days, the two concepts go hand in hand when any brand sets up a segmentation strategy. That’s why, in this post, we’ll explain why and how it works. So keep reading.<\/p>\n

When doing marketing and giving each brand an identity, it’s crucial to take into account each consumer’s personality type, because personality<\/a> determines how they behave when making a purchase decision.<\/p>\n

This means that each person’s personality traits have a specific influence on their motivation to buy, whether it’s a product or a service. They also influence the choice of one brand over another.<\/p>\n

At this point, we can say that personality-based marketing<\/strong>, also known as psychometrics applied to marketing, is simply a segmentation strategy<\/strong> that requires collecting people’s personality traits to build a target audience profile and connect with them effectively.<\/p>\n

This way, you can deliver appealing messages or offers to a specific target.<\/p>\n

Unlike other marketing strategies, which use interests and tastes to profile consumers, this one focuses on psychological traits. There are different psychometric models for obtaining and measuring this data. One of them is called OCEAN, after its initials: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism.<\/p>\n\n

How effective is personality-based marketing?<\/h3>\n

With the rise of digital marketing and neuromarketing<\/a>, the possibilities for defining the buyer persona of any brand or service expanded much further. This gave rise to personality-based marketing, which has proven highly effective at getting advertising messages to a specific audience.<\/p>\n

It is so effective that it is now recommended that every brand take this strategy into account when building consumer profiles and directing their messages straight through the different media channels.<\/p>\n

How do you set up a personality-based marketing strategy?<\/h2>\n

To set up a personality-based marketing strategy, it’s essential to obtain data and metrics<\/strong> on personality traits. This lets you determine how your target audience behaves, what their needs and interests are, and more.<\/p>\n

A few years ago, this data was much harder to obtain, since many of the tools we can now find online didn’t exist. To get it, people had to be given questionnaires. But now it’s much easier to use consumer information<\/strong> found on social media and, as we mentioned, with segmentation tools.<\/p>\n

Michal Kosinski<\/strong> was the first to study this data-collection strategy through the huge social network Facebook. That’s how he realized that it did work (although not with complete accuracy). As a result, this strategy began to be used based on analyzing users’ behavior on social media and their personal data.<\/p>\n

Once you have this data, the next step is to create personalized messages aimed at your target audience, segmented by personality. These are then spread through the right channels (such as Instagram, Facebook, email and others) to build loyalty to your brand.<\/p>\n

Without a doubt, this new marketing strategy shows us that there is still a lot to learn about consumers. And thanks to advances in technology, we can implement this powerful segmentation strategy to achieve an exponential impact on our brand.<\/p>\n

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