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.
CITATION STYLE
Edwards, J., & Calmbach, M. (2020). More Signal, Less Noise: Targeted Content Marketing with Sinus-Milieus. In Content gekonnt (pp. 91–111). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-24620-4_9
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