The Psychology Behind Knowing Your Audience
At this moment in time, it seems like the whole nation is glued to their TV screens. If isn’t the World Cup it is Love Island. Yes, you heard that right.
Love Island wasn’t something I got into last year or the years before that. I was even adamant I wasn’t going to get into it this year. But here I am in front of my TV every night for 9pm without fail routing for A&E doctor, Alex.
Even I, who can’t stop watching, am not sure what it is about Love Island that makes it so addictive. There is one thing I’m sure of though and that it’s not Hayley’s views on Brexit or her country vs continent knowledge!
Last month we attended a B2B Marketing Conference in Cambridge organised by On the Edge. It was wonderfully organised with lots of networking opportunities.
The day was packed with talks full of insight around various topics including Artificial intelligence, the Customer Journey and Video Marketing.
The one we enjoyed the most was a talk by Katie Hart about the psychology behind getting to know your customers – inside and out. A talk that’s definitely our type on paper!
Mars vs Venus
Katie’s talk outlined authority and reciprocity, as well as gender. Making the saying “Men are from Mars, women are from Venus” not far from the truth!
A lot of the gender differences in the talk were related to vision. A man’s vision is more direct and centrally focused, whereas a woman’s peripheral vision is stronger enabling us to see objects and movement outside of the direct line of vision clearer.
As women are able to see these objects and movements clearer, we are able to process them better as a whole picture and are less likely to be distracted.
It goes back to the “cavemen days” where men’s brains were structured to be more receptive to movement, relying on motion from a hunter gatherers point of view.
In addition, 8% of men are also suffer from some kind of colour blindness compared to 0.5% of women.
Overall, this means that there will be a considerable difference in the way that males and females view your marketing material from both a design and engagement perspective.
From Mars and Venus back to the villa in Palma del Mallorca, it was Love Island that got us thinking.
In the recent showdowns with Adam and Rosie, Wes and Laura and now Eyal and Megan it highlighted to us just how differently the male and female brain works.
We were filled with disbelief when we saw Rosie pour her heart full of emotions out to Adam and for him to respond with a smirk. Really!! It doesn’t excuse his reaction but what else did we expect from the love rat himself? We already know women are much better at processing and talking about emotions – it’s a structural and scientific difference.
This was backed up with Wes and Laura when we saw Laura heavily focused and committed to her fairy-tale romance, only for Wes to be distracted by Ellie. When that didn’t work out he willingly came running back to Laura claiming that she was still “the one. With Wes now being swayed by Megan we wonder what other drama lies ahead for the “do bits” society.
Why it matters in marketing
The difference in male and female brains from a structural and visual processing perspective highlights the importance of target marketing.
Take your business for example, do you know what percentage of your audience is male vs female and how do you know if your marketing communications is appealing to both genders?
This goes much deeper than simply the concept of ‘blue for boys and pink for girls’. (Although, we have to confess to having just bought pink Love Island water bottles for the office… well at least they are on brand!)
Marketing is naturally skewed to the male brain. This means the approach to marketing has typically focused on catching your attention and appealing to your liking. However, with women increasingly putting their stamp on the industry, they are highlighting that the female audience are much more receptive to something that sparks an emotional connection with them – two very interesting perspectives when looking at content creation.
How we can help
Target marketing is a fundamental requirement if your marketing is to get results - marketing to the masses is expensive, time consuming and generally ineffective.
Gaining an insight and understanding of your customers and prospects means you can create marketing communications that are highly relevant to the reader.
Target marketing is vital when it comes to adding value, building customer loyalty and gaining referrals. By putting yourself in your customer’s shoes you can begin to understand the difference between knowing what they need and want and start seeing results.
If you would like help with your target marking contact us today on 01440 710158 or email us at [email protected]
01440 710 158