Sound knowledge of a brand's consumers is key to crafting a digital marketing strategy. Apart from the usual relevant demographic and psychographic information, one key area of information which is useful is technographic profile of the brand's consumers.
With technology playing an increasingly larger role in our lives, it is important to segment consumers based on the role that technology plays in their lives. Technographic segmentation measures and categorizes consumers based on their ownership, usership and attitude towards information, communication and entertainment technologies.
How can this additional information help a brand to get closer to their consumers?
Consumers' online behaviour varies with their browsing device. Notice your own online behaviour for the next 3 days and you will be amazed! It is very important for brands to measure how do majority of their consumers access their website - through their mobile or PC.
More and more people in India are accessing the web through their mobiles. Of our 137 million online population, 87.1 million access the web through their mobile devices. according a report in Time of India.
With increasing fragmentation of devices, web browsing is becoming contextual. It is important for a brand to understand the context in which majority of their consumers access the site. Segmentation of consumers basis their device specific web access patterns especially w.r.t to the category will help brands provide suitable content and tools to the most profitable consumer segment.
Fragmentation of operating systems (iOS, Android, windows, Blackberry) could make it necessary to profile consumers based on operating systems. Is their a difference between iOS users vs latest Android (Jelly Bean) users in their online shopping behaviour, search patterns or social media interactions? Specific strategy could be drawn up for each segment if there are marked behaviourial differences.
An analysis of the consumers' attitude towards social media and how they use each of the medium (social technographics) can also help a brand to connect better with their most profitable segments. Forrester Research has classified consumers into seven distinct segments basis their of use social media.
A similar segmentation of a brand's consumers' will help to arrive at a sharp social media strategy. Relevant content and the right channel will encourage greater brand engagement in the social media sphere.
Going forth, I don't see it as just another marketing buzzword but a very important input to crystallizing content strategy as well as user experience both of which form the basis of a good digital marketing strategy.