Personalized marketing content is of little surprise to
anyone these days. Based on purchase
history, online browsing and a host of other digital activity, companies have
the capability to do fairly effective ad-targeting that speaks to consumers on
an individual level. IBM is now taking
that idea one step further by going beyond behavioral clues and using social
media to derive information about people’s personalities. Based on a individual’s Twitter updates, IBM
technology will be able to score that person on five core traits commonly used
in psychological research, such as extroversion and conscientiousness, as well
as on measures of “values” and “needs”.
If the technology proves effective, businesses will be able
to fine-tune their marketing messages and customer service based on the affect
of the target customer. For example, extroverted
people tend to like rewards and recognition from an airline, such as frequent flyer points,
rather than quality reassurance.
This is a fascinating foray into bridging digital marketing
with consumer psychology. However, it
will be interesting to see how robust Twitter’s language-based data proves to
be in this experiment as a window into people’s personalities. It also begs the question as to what other
popular social media forums can provide this type of information – no doubt
Facebook, as analyzed in a recent study, can also determine key user
characteristics with a great deal of accuracy.
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