International Scientific Publications
© 2007-2024 Science Events Ltd
Terms of Use  ·  Privacy Policy
Choose language English French Bulgarian
Conference room
Economy & Business 2024, 23rd International Conference
18-21 August, Burgas, Bulgaria
Call for Papers

Economy & Business, Volume 13, 2019

Stefan Birne
Pages: 295-304
Published: 5 Oct 2019
Views: 733
Downloads: 77
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.
Keywords: content creation, digital media, attention fragmentation, psychographic segmentation, marketing strategy, targeting, drmabs
Cite this article: Stefan Birne. CREATING TARGET GROUP FOCUSED CONTENT IN AN DIGITAL INFORMATION OVERLOAD ENVIRONMENT – A COMBINED SEGMENTATION APPROACH. Journal of International Scientific Publications: Economy & Business 13, 295-304 (2019).
Download full text

Back to the contents of the volume
By using this site you agree to our Privacy Policy and Terms of Use. We use cookies, including for analytics, personalisation, and ads.