Jung von Matt reposted this
Recently, I had the pleasure of speaking at nextMedia.Hamburg Themenfestival about Jung von Matt SPREE's approach to identifying and monitoring audiences in a landscape now dominated by highly niche interest groups and fragmented target groups. ⏩ The methodology we've long relied on to identify target groups is no longer effective for the speed of TikTok and Co. The landscape has changed fundamentally. The demand for content is insatiable. How do we stand out? By thinking communities-first. ⏩ Communities, especially on social media, are connected by mindsets rather than demographics. A 40-year-old conservative from Texas and a 16-year-old girl from Berlin Kreuzberg can be part of the same community. Their values, beliefs, attitudes, motivations, and/or lifestyles connect them. ⏩ Mindset groups must be transferable to media audiences, and this audience pool needs to be constantly optimized to evaluate performance and generate insights. By understanding and targeting communities based on mindsets, brands can create meaningful connections with their audience and develop marketing strategies that resonate with their customers' deeper motivations and attitudes. Thank you to the audience at Themenfestival and the whole team behind it - Cigdem Boom-Aker, Dr. Nina Klaß, Paula Lauterbach and many more. And a special shout-out to Christian Heise from Google. That was fun! #themenfestival #nextmedia #jungvonmatt #marketing
Communities-first - ALWAYS! Love this ☝
Leader of nextMedia.Hamburg and Deputy Managing Director @Hamburg Kreativ GmbH | Enabling the Creative Economy | Innovation Programs and Environment Expert
2wSehr wertvoll, dass du dabei warst!