New success mantra: Customizing ads based on personality

[vc_row full_width=”stretch_row_content_no_spaces” css_animation=”fadeIn”][vc_column][vc_single_image image=”7951″ img_size=”full”][stm_spacing lg_spacing=”30″ md_spacing=”20″ sm_spacing=”10″ xs_spacing=”10″][/vc_column][/vc_row][vc_row css=”.vc_custom_1452687555475{margin-bottom: 100px !important;}”][vc_column offset=”vc_col-lg-9 vc_col-md-9″][vc_custom_heading text=”New Success mantra:
Customizing Ads based on personality” font_container=”tag:h3|text_align:left” use_theme_fonts=”yes” css=”.vc_custom_1631688320437{margin-bottom: 30px !important;}”][vc_row_inner css=”.vc_custom_1453271494452{margin-bottom: 50px !important;}”][vc_column_inner width=”1/2″][vc_single_image image=”7952″ img_size=”full”][stm_spacing lg_spacing=”30″ md_spacing=”20″ sm_spacing=”10″ xs_spacing=”10″][/vc_column_inner][vc_column_inner width=”1/2″][vc_custom_heading text=”Current algorithms can reliably be expecting people’s character tendencies simply via way of means of reading their Facebook updates.” font_container=”tag:h6|text_align:left|line_height:26px” use_theme_fonts=”yes” css=”.vc_custom_1628696411378{margin-bottom: 18px !important;}” el_class=”no_stripe remove_padding”][vc_column_text]

As marketers, Rhomeson can apply the virtual footprint information of our clients to evaluate their character, create messages that resonate with them for my part, and construct more compelling campaigns. To see if this truly works, let’s examine go back on investment (ROI) consequences from a current check of custom-designed commercials primarily based totally on character tendencies

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text]Sandra Matz and her fellow researchers at the University of Cambridge’s Center for Psychometry worked with Visual DNA, a business enterprise assisting agency that helps companies use audience psychographic data to personalize their messages. Together with an online beauty retailer, they experimented on Facebook and presented their results at the 2015 annual meeting of the Society for Personality and Social Psychology (SPSP).

Rhomeson researchers hypothesized that supplying advertisements to clients that matched their personality traits (extraversion or introversion) would result in a higher return on investment for the campaign.[/vc_column_text][vc_separator color=”custom” accent_color=”#dddddd” css=”.vc_custom_1453271595991{margin-bottom: 21px !important;}”][vc_row_inner css=”.vc_custom_1453271763899{margin-bottom: 33px !important;}”][vc_column_inner width=”1/4″ css=”.vc_custom_1453272656287{padding-right: 45px !important;}”][vc_custom_heading text=”The Test” font_container=”tag:h3|font_size:24px|text_align:right|color:%23222222|line_height:30px” use_theme_fonts=”yes”][/vc_column_inner][vc_column_inner width=”3/4″ css=”.vc_custom_1453271259318{padding-top: 18px !important;}”][vc_column_text]

To check their hypothesis, Rhomeson creates two ad sets, one specifically for extroverts and the other for introverts. Although other personality traits may be relevant, the researchers chose extroversion/introversion for the test as it was more conducive to creating contrasting ads. The researchers described the typical extrovert/introvert designers versus designers, and the designers created corresponding ads.
Next, they selected two groups of Facebook users, one more extroverted and the other more introverted, and then they showed both users segment the two ads so that both groups saw both of them congruent (e.g., introverts.). Canvassing / introverted advertising) and inconsistent (e.g., introverted canvassing / extroverted advertising).

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_separator color=”custom” accent_color=”#dddddd” css=”.vc_custom_1453271595991{margin-bottom: 21px !important;}”][vc_row_inner css=”.vc_custom_1453272927441{margin-bottom: 33px !important;}”][vc_column_inner width=”1/4″ css=”.vc_custom_1453270747989{padding-right: 45px !important;}”][vc_custom_heading text=”Result” font_container=”tag:h3|font_size:24px|text_align:right|color:%23222222|line_height:30px” use_theme_fonts=”yes”][/vc_column_inner][vc_column_inner width=”3/4″ css=”.vc_custom_1453271259318{padding-top: 18px !important;}”][vc_column_text]In total, the seven-day campaign generated 6.43 million impressions, 390 conversions, and pounds 12,830 ($ 20,000) in revenue on an ad spend of pounds 4,000 ($ 6,300). The personalization of the ads based on personality traits significantly improved the ROI for both target groups. The introverted ad was twice as profitable as showing an extroverted ad. Running an extrovert ad for extroverts resulted in a 30% higher ROI than running an introvert ad.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_separator color=”custom” accent_color=”#dddddd” css=”.vc_custom_1453271595991{margin-bottom: 21px !important;}”][vc_row_inner][vc_column_inner width=”1/4″ css=”.vc_custom_1453270747989{padding-right: 45px !important;}”][vc_custom_heading text=”Takeaways” font_container=”tag:h3|font_size:24px|text_align:right|color:%23222222|line_height:30px” use_theme_fonts=”yes”][/vc_column_inner][vc_column_inner width=”3/4″ css=”.vc_custom_1453271259318{padding-top: 18px !important;}”][vc_column_text]In short, personality can be a valuable tool to understand your customers better, create marketing messages that resonate with them more, and increase the ROI of your campaign. Various contextual factors (e.g., industry, decision-making complexity, social influence) can change the strength or even the direction of this relationship.

Remember to examine your customers’ personality-behavior relationships in a targeted manner; Find out which personality traits your current and potential customers have in common. You can assess the personality of your customers in-house if you have enough dedicated resources, or you can outsource this task to a vendor such as Rhomeson.

According to Vesselin Popov, Development Strategist, The Psychometrics Center, University of Cambridge, one of the benefits of outsourcing personality prediction is that the data can be anonymized. You don’t have to know the personal identity of your customers to know what kind of messages they prefer.[/vc_column_text][stm_charts design=”bar” values=”%5B%7B%22title%22%3A%22One%22%2C%22y_values%22%3A%2210%3B%2015%3B%2020%3B%2025%3B%2027%3B%2025%3B%2023%3B%2025%22%2C%22color%22%3A%22%23fe6c61%22%7D%2C%7B%22title%22%3A%22Two%22%2C%22y_values%22%3A%2225%3B%2018%3B%2016%3B%2017%3B%2020%3B%2025%3B%2030%3B%2035%22%2C%22color%22%3A%22%235472d2%22%7D%5D” width=”611″ height=”300″][/vc_column_inner][/vc_row_inner][/vc_column][vc_column width=”1/4″ offset=”vc_hidden-sm vc_hidden-xs”][stm_sidebar sidebar=”619″][/vc_column][/vc_row][vc_row full_width=”stretch_row” el_class=”third_bg_color” css=”.vc_custom_1451889219674{margin-bottom: -60px !important;}”][vc_column][vc_cta h2=”Looking for a First-Class Business Plan Consultant?” h2_font_container=”font_size:20px|color:%23000000|line_height:24px” h2_use_theme_fonts=”yes” shape=”square” style=”flat” add_button=”right” btn_title=”get a quote” btn_style=”flat” btn_color=”theme_style_2″ btn_align=”right” btn_i_align=”right” btn_i_icon_fontawesome=”fa fa-chevron-right” particles=”yes” use_custom_fonts_h2=”true” btn_button_block=”true” btn_add_icon=”true” el_class=”third_bg_color” css=”.vc_custom_1495693156599{margin-bottom: 0px !important;}”][/vc_cta][/vc_column][/vc_row]