Boosting ROI with personality-based campaigns: The Five-Factor Model
From Neuroticism to Openness: How the Five-Factor Model of Personality Can Help You Create More Effective Marketing Campaigns.
Hurray!! It’s a Saturday night, and many of us might try four more shots, so let’s hope it doesn’t end in a fight! 😃 I am here to share my weekly learnings.
𝐇𝐚𝐯𝐞 𝐲𝐨𝐮 𝐞𝐯𝐞𝐫 𝐡𝐞𝐚𝐫𝐝 𝐨𝐟 𝐭𝐡𝐞 𝐟𝐢𝐯𝐞-𝐟𝐚𝐜𝐭𝐨𝐫 𝐦𝐨𝐝𝐞𝐥 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐭𝐲?
The Five-Factor Model of Personality, also known as the “Big Five” personality traits, suggests that human personality can be characterized by five broad dimensions: extraversion, agreeableness, conscientiousness, neuroticism, and openness.
1️⃣For example, individuals with high levels of extroversion tend to be outgoing, social, and assertive.
2️⃣ Those with high levels of agreeableness are more likely to be trusting, kind, and cooperative.
3️⃣Those with high levels of conscientiousness are more organised and reliable.
4️⃣And those with high levels of neuroticism tend to be more prone to negative emotions such as anxiety and depression.
5️⃣Those with high levels of openness are more curious and imaginative.
Content Marketing and Big 5
These traits can be used to create targeted marketing campaigns and personalize advertising to reach specific groups of consumers more effectively.
For example, people who score high in extraversion may respond well to ads about fun group activities or events, while people who score high in conscientiousness may be more likely to respond to ads that focus on how a product or service will help them in their everyday lives. Additionally, targeting ads at individuals who score high in agreeableness may be more effective if the ads emphasize the social benefits of a product or service.
Some Studies and Findings
Let’s be more specific.
A study published in the Journal of Business Research found that individuals who score high in conscientiousness tend to prefer detailed and informative content, while those who score high in extraversion tend to prefer interactive and engaging content.
Another study published in the Journal of Marketing Management found that individuals who score high in neuroticism tend to be more responsive to content that features negative emotions or negative consequences, while those who score high in agreeableness tend to be more responsive to content that features social benefits and positive emotions.
So, if you can bifurcate your audience with these traits and build a persona, you can deliver exactly what they want.
Big 5 aka Five Factor Model: A Model for Everyone
These personas can be used in other marketing campaigns as well,
A study published in the Journal of Marketing Research found that individuals who score high in agreeableness are more likely to make purchases based on the recommendations of others. In this study, these consumers were more likely to buy a product if they were told that it was a “best-seller” than if they were told that it was a “new release.”
A study published in the Journal of Business Research found that individuals who score high in neuroticism are more likely to respond to ads that feature negative emotions or negative consequences. In this study, ads that featured phrases such as “don’t miss out” or “limited time offer” were more effective at driving sales among neurotic consumers than ads that featured positive emotions or positive consequences.
A study published in the Journal of Marketing found that individuals who score high in extraversion tend to be more responsive to ads that feature social interactions and group activities, while those who score high in conscientiousness tend to be more responsive to ads that feature practical benefits.
In this study, ads that featured images of people working together were more effective at driving sales among extraverted consumers,
while ads that featured images of people working alone were more effective at driving sales among conscientious consumers.
Digital Marketers, Don’t Miss these Results!!
If you are a digital growth marketer, you can use this information to segment your target audience and derive better leads using these traits. Let me tell you about what Chalmers University of Technology found in a recent study.
It 𝐫𝐞𝐯𝐞𝐚𝐥𝐞𝐝 𝐭𝐡𝐚𝐭 𝐢𝐟 𝐚 𝐩𝐞𝐫𝐬𝐨𝐧 𝐢𝐬 𝐦𝐨𝐫𝐞 𝐨𝐩𝐞𝐧 𝐭𝐨 𝐟𝐞𝐞𝐥𝐢𝐧𝐠𝐬 (𝐡𝐢𝐠𝐡 𝐢𝐧 𝐨𝐩𝐞𝐧𝐧𝐞𝐬𝐬), 𝐢𝐦𝐩𝐮𝐥𝐬𝐢𝐯𝐞 (𝐥𝐨𝐰 𝐢𝐧 𝐜𝐨𝐧𝐬𝐜𝐢𝐞𝐧𝐭𝐢𝐨𝐮𝐬𝐧𝐞𝐬𝐬), 𝐚𝐧𝐝 𝐡𝐞𝐝𝐨𝐧𝐢𝐬𝐭𝐢𝐜 (𝐡𝐢𝐠𝐡 𝐢𝐧 𝐞𝐱𝐭𝐫𝐚𝐯𝐞𝐫𝐬𝐢𝐨𝐧), 𝐭𝐡𝐞 𝐦𝐨𝐫𝐞 𝐥𝐢𝐤𝐞𝐥𝐲 𝐭𝐡𝐚𝐭 𝐩𝐞𝐫𝐬𝐨𝐧 𝐢𝐬 𝐭𝐨 𝐬𝐡𝐨𝐩 𝐨𝐧𝐥𝐢𝐧𝐞.
People with high conscientiousness (a high need for control) first search for information about the products they want to buy before going to the physical store for a final evaluation before making a purchase.
By increasing the credibility of the website and facilitating comparisons of alternative products and services on the website, you can satisfy these groups of people.
People high in agreeableness tend to shop more online as they have greater trust and confidence in technologies and online transactions, or they tend to shop less online since they are not keen on socializing.
Individuals high in extraversion buy products and services more frequently online compared to people with high conscientiousness and low extraversion.
Conclusion
In short, Understanding the Five-Factor Model of Personality can help online marketers create more effective campaigns by tailoring their message and approach to specific personality traits of their target audience.
By the way, You guessed it, right? — all these traits change when you’ve had a few too many! 🤞 so limit your shots on Saturday nights:-)
