The identity or personal and behavioural traits of the target audience are just as important

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The setting in which said behaviour occurs. This context explains a good part of their personality and therefore conditions our relationship with them in the campaigns we undertake. Chatbots are already developing their artificial intelligence backroom towards identifying said context, through voice inflections or the terms of the language used, and adapting their responses to it. The challenge is to achieve not only behavioural profiles but also emotional ones, similar to the classification developed by the Stanford Research Institute in the 1960s and which responds to the acronym VALS (Values ​​and lifestyles).

Mobile payment . It is true that our consumers are getting used all india whatsapp number list to completing the purchase process in the same way they often start it: via smartphone. The "funnel" is much faster, but this feature should not lead us to confuse speed with irrationality. Consumers are more aware today, although they still frequently act on impulse; however, the agility with which they can act also means that there is more room for reflection and rationalization of the purchase.

But this feature adds a significant difficulty to audience analysts, making segmentation more complex. I am referring to the fact that there are segments of traffic, along with their content, that escape the trackers; references and links sent by WhatsApp or email, for example, fall outside the scope of traditional analytics and complicate tracking. This is why they have been called "dark social": the most hidden part of commercial interest in our target's communication. According to a study by Radiumone, up to 84% of the content shared on websites is dark social and this represents a volume of "data" that deserves the qualification of "Big".

As professionals, it is exciting; as citizens, it is scary, but, in any case, it is already here.

There is no doubt: Language, processes, content, codes and communication tools are emerging today and overlapping without a known pattern. Segmentation now requires new levels of precision, the tools to achieve it are improving, but the target audience is also learning to "hide" from us more skillfully. That is our challenge.