CREATING TARGET GROUP FOCUSED CONTENT IN AN DIGITAL INFORMATION OVERLOAD ENVIRONMENT – A COMBINED SEGMENTATION APPROACH
Pages: 295-304 Published: 5 Oct 2019
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Abstract: The growing amount of digital media and the permanent accessibility of the world wide web are offering a broad range of opportunities for marketers and brands to get in touch with their potential target groups. Nevertheless, this development also created a digital information overload environment in which consumers actively allocate their attention on specific media and use deliberately or unconsciously set filters to avoid advertising and information which is considered as not relevant. If the content of an advertisement or the transferred information is seen as irrelevant consumers will filter it even though they are located in the right target group. The creation of digital media content that meets its target group and is considered as relevant or valuable information is an often discussed topic as there are several approaches. The following article uses the model of psychographic segmentation in combination with a recently developed model called DRMABS (Decompensation and Re-assembly of Markets by Segmentation) used for competitive revelry strategies and analyses of large markets. This article aims to create insights in those two models and the combination of them to form a theoretical approach which shows new findings in how target group relevant content can be designed.