nach oben

Erschienen in:

2020 | OriginalPaper | Buchkapitel

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

verfasst von : James Edwards, Marc Calmbach

Erschienen in: Content gekonnt

Verlag: Springer Fachmedien Wiesbaden

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

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.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Content Logistic

Nächstes Kapitel Verhaltensökonomie, Need Trigger und Content Marketing

For further information, see www.sinus-institut.de/sinus-loesungen/milieu-infopakete/.

For further information, see https://www.sinus-institut.de/sinus-loesungen/digitale-sinus-milieus/.

For further information, see www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/MIND/Listening_to_Asia_MIND_Study-Online.pdf.

An, M. (2018). Content trends: Global preferences. Hubspot. https://research.hubspot.com/content-trends-global-preferences. Accessed: 20. Aug. 2018.

Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192–205.CrossRef

Cisco Visual Networking Index. (2017). The zettabyte era: Trends and analysis. https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.html. Accessed: 20. Aug. 2018.

De Beaugrande, R., & Colby, B. N. (1979). Narrative models of action and interaction. Cognitive Science, 3(1), 43–66.CrossRef

Hug, A. (2018). How to use targeted content marketing to gain more customers. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2018/04/30/how-to-use-targeted-content-marketing-to-gain-more-customers/. Accessed: 20. Aug. 2018.

IPG and Forbes (2016). Storytelling: The current state of branded content. https://www.ipglab.com/wp-content/uploads/2016/09/IPG-Lab-Forbes-Storytelling-The-Current-State-of-Branded-Content-Deck.pdf. Accessed: 20. Aug. 2018.

Kane, G. C., & Pear, A. (2016). The rise of visual content online. MITSloan management review big ideas: Digital leadership blog. https://sloanreview.mit.edu/article/the-rise-of-visual-content-online/. Accessed: 20. Aug. 2018.

Kell, J. (2015). Adidas top exec: We need to look cool again in the U.S. Fortune. http://fortune.com/2015/01/22/adidas-usa-turnaround-plan/. Accessed: 20. Aug. 2018.

Kell, J. (2016). Why Adidas is outperforming Nike, Under Armour. Fortune. http://fortune.com/2016/08/04/adidas-outperforming-nike-ua/. Accessed: 20. Aug. 2018.

Main, S. (2017). 90% of consumers like custom content from brands, according to a new Time Inc. study. Adweek. https://www.adweek.com/digital/90-of-consumers-like-custom-content-from-brands-according-to-a-new-time-inc-study/. Accessed: 20. Aug. 2018.

Murton Beets, L., & Handley, A. (2018a). B2B content marketing: 2018 benchmarks, budgets and trends – North America. https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf. Accessed: 20. Aug. 2018.

Murton Beets, L., & Handley, A. (2018b). B2C content marketing: 2018 benchmarks, budgets and trends – North America. https://contentmarketinginstitute.com/wp-content/uploads/2017/12/2018_B2C_Research_Final.pdf. Accessed: 20. Aug. 2018.

New study reveals branded content is twice as memorable as display ads. (2018). Forbes. https://www.forbes.com/sites/forbespr/2016/09/23/new-study-reveals-branded-content-is-twice-as-memorable-as-display-ads/. Accessed: 20. Aug. 2018.

Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28(2), 116–123.CrossRef

Rayson, S. (2015a). Content, shares, and links: Insights from analyzing 1 million articles. https://d380wq8lfryn3c.cloudfront.net/wp-content/uploads/2015/09/04144737/BuzzSumo-LinksSharesReport-v6.pdf. Accessed: 20. Aug. 2018.

Rayson, S. (2015b). 50% of content gets 8 shares or less: Why content fails and how to fix it. https://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/. Accessed: 20. Aug. 2018.

Schaefer, M. (2014a). Content Shock: Why content marketing is not a sustainable strategy. Mark Schaefer. https://www.businessesgrow.com/2014/01/06/content-shock/. Accessed: 20. Aug. 2018.

Schaefer, M. (2014b). Why you need to obsess about content saturation. Mark Schaefer. https://www.businessesgrow.com/2015/07/07/content-saturation-2/. Accessed: 20. Aug. 2018.

Stahl, S. (2018). 4 secrets of great storytellers. Content Marketing Institute. https://contentmarketinginstitute.com/2018/06/secrets-great-storytellers/. Accessed: 20. Aug. 2018.

Statista. (2018). Global revenue of Adidas, Nike and Puma from 2006 to 2017. https://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/. Accessed: 20. Aug. 2018.

Westergaard, N. (2016). Your content marketing strategy doesn’t have to be complicated. Harvard Business Review. https://hbr.org/2016/05/your-content-marketing-strategy-doesnt-have-to-be-complicated. Accessed: 20. Aug. 2018.

Zak, P. J. (2015). Why inspiring stories make us react: The neuroscience of narrative. Cerebrum: The Dana Forum on Brain Science, 2015, 2.

Du Plessis, C. (2015). Academic guidelines for content marketing: Research-based recommendations for better practice. Proceedings of the LCBR European Marketing Conference pp. 122–129.

Jutkowitz, A. (2014). The content marketing revolution. Harvard Business Review. https://hbr.org/2014/07/the-content-marketing-revolution. Accessed: 20. Aug. 2018.

Titel: More Signal, Less Noise: Targeted Content Marketing with Sinus-Milieus
verfasst von: James Edwards
Marc Calmbach
Verlag: Springer Fachmedien Wiesbaden
Buch: Content gekonnt
Print ISBN: 978-3-658-24619-8

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

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-658-24620-4_9