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More Signal, Less Noise: Targeted Content Marketing with Sinus-Milieus

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Authors
James Edwards
Marc Calmbach
Published in
Content gekonnt
Publisher
Springer Fachmedien Wiesbaden

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Abstract

Problem: Content overload. Solution: Enhanced targeting based on solid research. Market research institutes are sometimes considered the natural enemy by marketers. We would like to argue: relax. Research does not aim to replace creative instinct, but rather to feed it with empirical insight. After explaining why current market conditions make research-based targeting necessary, this article introduces the Sinus-Milieus target group model and positions it as the foundation for a content marketing strategy based on data, drama, design, and distribution. It concludes with a milieu-based discourse analysis of award-winning branded storytelling in the sportswear and automotive sectors.

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previous chapter Content Logistic
next chapter Verhaltensökonomie, Need Trigger und Content Marketing
Title
More Signal, Less Noise: Targeted Content Marketing with Sinus-Milieus
Authors
James Edwards
Marc Calmbach
Copyright Year
2020
Book
Content gekonnt

Print ISBN: 978-3-658-24619-8

Electronic ISBN: 978-3-658-24620-4

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-24620-4_9
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