Digital Marketing Agency: Psychographic Profile

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Digital Marketing Agency: Psychographic Profile

In providing the psychographic profile for a marketing team in a smaller company, we looked at the breadth of tasks in the team and how the responsibilities could be assigned by role. We have provided psychographic profiles for a marketing manager, a content manager and a web "person" whose job title could be designer, developer, website manager, or anything similar depending upon the organization. We used the OCEAN model for creating psychographic profiles.

MARKETING MANAGER

Behavior

  • Team leaders need to operationalize the marketing strategy, create and or approve content production, set specific goals, set milestones, and track for accountability.
  • An employee who has risen to be team lead often has the work skills to be successful in this job, including excellent communication skills, works well under pressure, and the self-confidence to step forward when necessary.
  • In a smaller company, they often need to be a jack of all trades showing the ability and willingness to adapt.

Psychology

  • Adaptable people tend to know who they are. They have a handle on their strengths and weaknesses and use them to their advantage. A good leader knows enough to surround themselves with people who have the skills they do not.
  • Some psychologists believe that "people who are extroverts are likely to perform better in high-pressure situations. "
  • People with excellent face to face communication skills often knowingly or unknowingly imitate the body language of the person with whom they are speaking.

Psychographic Profile

  • People with the psychological profile of a team leader score high in the OCEAN model on openness, conscientiousness, and extroversion. They tend to score lower on agreeableness and neuroticism.
  • This results in a psychographic profile that demonstrates values of ambition, foresight, and responsibility. They are imaginative and curious, as well as organized and punctual. They are joiners and talkers.
  • Marketing managers are also suspicious and can be ruthless if required. However, they are normally calm and usually even-tempered.
  • They are interested in original thoughts.

CONTENT MANAGER

Behavior

  • A content manager must be in touch with the community they are communicating with.
  • They must enjoy talking with people, be empathetic, be patient in their interactions with people, finesse when asking questions and the ability to respond quickly yet thoughtfully to questions.
  • They must also be able to create engaging content as a result of those conversations and, in a smaller company also be the curator of that content to be able to repurpose it for different mediums and campaigns.

Psychology

  • Of the three types of empathy, cognitive empathy is the one that makes people better communicators. People with cognitive empathy are always willing to learn more about the person.
  • There are two components to creativity; originality and functionality. In other words, it has to be something new and it has to work.

Psychographic Profile

WEBSITE 'PERSON'

Behavior

  • In a smaller company, the role often means the employee will do different things requiring multiple and often conflicting skills.
  • Designing a website requires a clear understanding of design principles and how to apply them creatively.
  • Developing the website requires all the skills of a coder, including patience and logic.
  • Ensuring the appropriate SEO's requires a knowledge of the business as does preparing necessary analytics from the website data.

Psychology

  • Logical thinking is described as an attempt to arrange according to a plan or a system. In this attempt, there are rules which must be followed to ensure the most reliable or fail-safe forms of reasoning.
  • Pure logic can demonstrate no concern with the rightness or the wrongness or relevance of the rules, just that they are followed.
  • There must be a relationship between the premise and the conclusion

Psychographic Profile

  • The psychographic profile of a website developer scores high on Conscientiousness. They tend to score lower on Openness and Extroversion. They could score anywhere on the agreeableness and neuroticism continuum depending upon their environment.
  • With that kind of profile, they value order and calm. They may come across as quiet and reserved. They want to know what the rules are and are uncomfortable when they are broken.

RESEARCH METHODOLOGY

  • We began our research by looking for recent articles describing the make-up of a marketing team and/or the skills required for that position. Once we had that information, we selected from the list the team members that provide input into the choice of a marketing agency.
  • We included in that list the team lead, the content manager and a website "person" who could be responsible for design, or analytics, or both in a small company.
  • We chose these people because we believed they would be the most likely stakeholders in making a good decision and the ones most likely to interact with a marketing agency on a marketing project.
  • From there we began researching specific step by step instructions on building a useful psychographic profile. While the information we found was targeted toward retail customers for an online merchant, we believed the framework would be useful.
  • The process can be summarized as gathering behavioral data, using psychological research, and turning it into a psychographic profile.
  • We then took the three roles we identified as decision-makers on a marketing team and for each, outlined 1) the behavior they exhibit to be successful in their roles, 2) the psychological research on that behavior and finally 3) the psychographic data resulting from that analysis.
  • Behavior came from job descriptions and articles on LinkedIn directed at marketing team members.
  • Psychology insights resulted from other sources as they arose through our research.
  • We used the OCEAN model for personality assessment, which assesses people on their Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism. We defined the roles as being on a continuum from high to low in the five categories.

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