For decades now, psychologists have been studying language as a door to human mind, behaviour, personality and motivation. A new filed of Psycholinguistics has emerged bringing more light into specific psychological and neurobiological factors that enable an individual to understand and create language. It includes topics ranging from structure, relationships, frequency, ambiguity, and semantics of words. Utilizing knowledge from both fields, there is a unique opportunity to use text to peek into an individual’s way of thinking, understand why they think the way they do, and predict their actions.
The emergence of social media and smart phones has made it almost too easy for anyone to put their thoughts, desires and needs out there. Having such large amount of textual data and the developments in the field of artificial intelligence have made it possible for psycholinguistics to thrive. The digital audiences can be profiled and understood on an individual level better than ever before.
Psycholinguistics and the availability of written text are rapidly turning into a powerful profiling tool, allowing:
- Deeper understanding of people’s communication and personality
- The capacity to explain people’s actions and further predict them in specific situation
Thanks to computational power of modern hardware, large quantities of textual data can be processed and used to create and run complex mathematical algorithms in real-time to discover these psycholinguistic profiles. But why should it matter to digital marketers and sports clubs?
The way of gathering feedback from fans and understanding their needs has changed in various ways. Until recently, the only recourse of sports clubs was to undertake surveys in various forms to gain consumer feedback on the brand and/or its products. Today, most fans are available online, discussing various topics and offering valuable feedback openly and freely. They are telling sports clubs what is important to them, what they like and dislike about the club, players, games, sponsors, ticketing & merchandise and overall experience. Clubs have an amazing opportunity to talk directly to these fans and address these needs but they often struggle on what to say and how to say it. Then there is challenge of sending one message which could appeal to one group but anger the other. Psycholinguistic profiling solves this exact problem: profile and understand the fans and communicate with each profile based on their unique needs.
The text sources from fans are vast and readily available. Sports clubs can use data from Facebook, YouTube, Instagram, blogs, forums and even their CRM systems. These texts present an excellent opportunity for sports clubs as there are tremendous amounts of information. The benefits to sports clubs include:
- Uncovering the personality traits of fans and understand how they think.
- Discovering the emotions of fans towards your club or competitors.
- Understanding the motivations of your fans behind their actions.
- Identifying different fan segments within the fan-base and predict their behavior in a given situation.
- Most importantly, communicating with them using the right words at the right place at the right time.
Sports clubs can then use these insights to revolutionize their online and offline marketing strategies. This spells a whole new chapter for marketing, from knowing your fans to speaking to them in a personalized and meaningful way.