A famous model for target group segmentation is the so-called Sinus milieus . This is a social and target group typology that was developed in the 1980s. This typology exists for more than 40 countries around the world and is regularly adapted to social changes. Sinus milieus group the inhabitants of a country according to their
Attitude to life and way of life . For example, we speak of the conservative-upper class, in which the German "establishment" is found and which accounts for eleven percent of our society.
TARGET GROUP ANALYSIS IN CONTENT MARKETING
Only when we know our target group exactly - not just armenia phone number list their age and gender, but also their interests, hobbies and personal attitudes - can we create content that hits the mark. The future content strategy can be built on the basis of the findings from the target group analysis. After all, products and services are not bought by target groups, but by people!
Our target group analysis in four steps:
needs analysis
derivation of target groups
development of buyer personas
In step one, we determine the needs of potential customers. As soon as we know what needs typical customers have, we can look for market research results and industry studies in step two . These give us information about, for example, purchasing behavior in different age or income groups in Germany. In step three, they also allow us to draw fact-based conclusions and derive target groups . We use personality traits, behaviors and attitudes that are typical for the different generations in particular to do this. This means we have an eye on all age groups, from baby boomers to Generation Alpha, and what moves them.
Once we have a picture of our customers' target group, we can then develop one or more buyer personas . The number of personas depends on the diversity of the target group . The more diverse our customers' products and services are, the more personas we need in order to cover the entire group of potential interested parties.