Brands have more and more information about consumers: their tastes, preferences, needs, desires, products they are interested in… The rise of Big Data, the greater access to user data through the Internet and this better knowledge of the user has led to the development in recent years of a type of marketing based on the consumer’s personality.

What is this marketing modality based on? It is not so much about getting to know and approaching the consumer to try to know how they will act in the future. Rather, it is about finding out their traits, their psychological profile (what they like, what they don’t like, their fears, needs…) in order to be able to segment the audience and offer them exactly what they want or need to influence their purchasing decision. According to experts, this type of strategy allows for a greater connection with the user, as it allows brand messages to reach the right audience.

It is about creating personalized messages for each type of psychological profile that the brand wants to target. And not only that, these messages must also move (spread) through the appropriate channels and media, where the brand’s target audience is located.

The role of social networks in all of this has been key in recent years. The types of posts, products, services that users like on their social profiles, the messages we publish and share, etc. All of this is essential information when developing a psychological profile of a user. But how reliable is this information? Some recent reports claim that by analyzing a user’s profile and behavior on social networks, you can get to know a person better than if you work with them side by side.

But experts say that, before implementing a marketing strategy based on consumer personality, the brand needs to know how the user/consumer sees, perceives and values it. It is necessary to know if the brand’s own personality will fit with the target audience, and in this way discover how to make it more visible and more attractive to its target/s.

The boundary between what is ethical and what is unethical

The big but of this type of marketing strategy lies precisely in the origin of the data and its nature. User profiles are created based on their behavior and personality, so many consider that we are navigating between user persuasion to motivate their purchase decision in a more direct and effective way and user manipulation. Much more personal and sensitive elements and information about the user are used (if we are more or less social, if we are more or less driven by fear and apprehension…). The ethical limits in this regard are currently very fine and not without controversy.







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