Using Artificial Intelligence (AI) to target audience by personality
A target audience is a particular group of consumers identified as the recipients of a targeted advertisement or message. Even with the deluge of new marketing technology, that is still one of the fundamentals in Marketing. Marketers are essentially looking to communicate with a specific audience. In the past, context was used to find audiences based on what people were watching or reading. Today, consumers are expressing those interests via social media and blog.
One of the first ways technology helps Marketers target audiences is by processing structured data (both influencers and their followers) so we can identify them by parameters like age, location, number of posts, etc. Those data points are critical, but they still lack insight into what topics and tones these audiences actually identify with. To truly get audience interest data, the content of all social media dialogues and posts need to be processed in more depth. That means analyzing lots of unstructured data – luckily, that’s where AI can truly lend a hand!
TapInfluence’s Influencer Discovery is powered by StatSocial and IBM Watson, which uses cognitive computing and analysis to showcase the Personality Insights of social audiences. By analyzing billions of social media and blog posts, brands and marketers can target influencers by both the influencer’s own demographics, and highly granular audience insights so that they can target messages based on the personalities of their ideal consumers (see Personality Insights – Ad Targeting).
Marketers who use the TapInfluence platform can now enjoy this capability with even more data because we’ve now incorporated audience insights data from Twitter, Facebook, and Instagram.
To understand more about how a marketer might use audience Personality Insights, let’s take, for example, a travel agency who caters to exotic adventurers. The TapInfluence platform allows Marketers to easily search for influencers whose audiences exhibit the characteristics of an adventurous traveler. They can simply search using the Audience Needs search tag for “Challenge,” “Curiosity,” and “Excitement, for example.” To make that audience even more specific, the marketer can layer on additional search filters like influencer demographics and audience demographics.
Personality Insights is an exciting feature because successful marketing campaigns should connect with consumers on a personal level more effectively. There are many personality attributes that Marketers can search for in TapInfluence.
Personality Insights:
Personality
- Agreeableness
- Altruism, Cooperation, Modesty, Morality, Sympathy, Trust
- Conscientiousness
- Achievement Striving, Cautiousness, Dutifulness, Orderliness, Self-discipline and Self-efficacy
- Extraversion
- Assertiveness, Cheerfulness, Excitement-seeking, Friendliness, Gregariousness
- Neuroticism
- Anger, Anxiety, Depression, Immoderation, Self-consciousness, Vulnerability
- Openness
- Adventurousness, Artistic Interests, Emotionality, Imagination, Intellect, Liberalism
Need
- Challenge, Closeness, Curiosity, Excitement, Harmony, Ideal, Liberty, Love, Practicality, Self-expression, Stability and Structure
Values:
- Conservation, Hedonism, Openness To Change, Self-enhancement, Self-transcendence
AI cannot detect a person’s dual personality, Jekyll or Hyde, at least not yet. However, there is no need to wait for that day to come. As you can see above, searching audience by personality, needs and values improve Marketers’ ability to reach the right audience and thus lead to better ROI. For more information, here are some help articles:
Help – How to use Audience Personality Search
Help – Using Audience Insights to Better Target Customers
Help – Learning More about Audience Insights Data
Help – Influencer Data versus Audience Data
