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 from 2020 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.
What kinds of data can be used to define customers’ needs?
What elements of drama capture customers’ attention?
What visual (and audio) designs resonate with customers’ tastes?
What distribution channels (touchpoints) best reach customers?
The article concludes with a milieu-based discourse analysis of award-winning branded storytelling in the sportswear and automotive sectors. It was published in „Content gekonnt“.