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Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
Zielgruppenbestimmung mit Sinus Milieus im IT Marketing
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Zielgruppenbestimmung mit Sinus Milieus im IT Marketing

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  • Die wissenschaftliche Hintergrundidee der Sinus-Milieus sind die Sozialen Milieus des französischen Soziologen Émile Durkheim.
  • Der Begriff wurde von der Firma Sinus Sociovision geschützt.
  • Transcript

    • 1. Sinus Milieus Zielgerichtetes Marketing mit Rebecca Rutschmann | 17. März 2010 | Cyber Forum Karlsruhe
    • 2. Was sind Sinus-Milieus • Die Sinus-Milieus gruppieren Menschen, die sich in ihrer Lebensauffassung und Lebensweise ähneln. • Das Sinus-Milieu beschreibt neben den Segmentierungsvariablen geografisch, soziodemographisch und verhaltensbezogen die in den letzten Jahren immer wichtiger gewordene psychografische Variable. • Zwischen den unterschiedlichen Milieus gibt es Berührungspunkte und Übergänge. • Die Sinus-Milieus® sind als wissenschaftlich fundiertes Modell etabliert. Sie werden kontinuierlich aktuell gehalten. 17.03.2010 2Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 3. Anwendung Sinus-Milieus werden verwendet um: • Zielgerichtet Marktforschung zu betreiben • Produkte zielgruppengerecht zu entwickeln • Produkte zielgerichteter auf dem Markt zu platzieren Auf ihrer Basis arbeiten führende Markenartikelhersteller und namhafte Dienstleister aller Branchen, sowie Werbe-und Mediaagenturen in der strategischen Planung wie in der operativen Umsetzung – national wie international. 17.03.2010 3Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 4. Sinus-Milieus 2009 (Sinus Sociovision ) 17.03.2010 4Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 5. Anwendung in der IT-Branche • Für den Einsatz in der IT-Branche müssen die gesellschaftlichen Milieus auf die Menschen runter gebrochen werden, die einen Computer nutzen. • Das Verhalten der User in Bezug auf neue Technologien muss berücksichtigt werden. => Web.Milieus® von United Internet kombiniert mit dem Ansatz zum Technologieverhalten aus der Forrester Studie Benchmark 2007 „State of Consumer and Technology“ (US)* *Technologie-Pessimisten mit Niedrig-Einkommen wurde hier nicht weiter berücksichtigt, da diese keine neuen Technologien kaufen werden 17.03.2010 5Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 6. Upper Class Middle Class Social Class Upper Middle Class Lower Middle Class Communication & Identification Career & Family Re-Orientation & Enjoyment 10 - 19 years 20 - 29 years 30 – 39 years 40 - 49 years 50 - 59 years 60 and older LifestyleTeens ~10% Entertainment Fan ~ 6,5 % Independent Intellectuals ~ 9 % Young Explorers ~ 24 % Established Classics~ 6 % Urban Professionals ~ 16 % Modern Families ~ 4 % Modern Persumers ~8 % Senior Traditionalists ~5% Nero Sinus-Mileu* (Top-Down) * Based on United Internet (web.de, gmx, 1&1) data (Germany) Early Adopters** Mainstream Users** ** Forrester Research: Benchmark 2007 „State of Consumer and Technology“ Die IT Milieus 17.03.2010 6Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 7. Nero General Target Groups (by technology affinity) Young Explorers Modern Families Silver TraditionalistsEstablished Classics Entertainment Fan Lifestyle Teens Mainstream Users* Urban ProfessionalIndependent Intellectual Early Adopters* Free Entrepreneurs TechnologoptimistsMiddleto highincome Technologyoptimists Lowtomiddleincome Technologyfollowers Middletohighincome * Forrester Research: Benchmark 2007 „State of Consumer and Technology“ 17.03.2010 7Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 8. Level One Target Groups (by technology adoption) Urban Professional Young Explorers Independent Intellectual Free Entrepreneurs Technologyoptimists Lowtomiddleincome EARLY ADOPTERS* •Entdecken leidenschaftlich neue Gadgets und Vorteile von Technologie Produkten oder Dienstleistungen •Üben Einfluss auf andere aus •Sind Marken-Loyal (z.B. Apple, htc) •Sind bereit einen höheren Preis für neuste Technologie und beste Marken zu bezahlen •Sie recherieren genaustens Produkte Online und orientieren sich dabei an Kundenbewertungen und –berichten Die Hälft dieser Gruppe besitzt Laptops und 49 Prozent besithen einen MP3 Player. Sieben von zehn haben einen DSL Anschluss zu Hause und nutzen regelmässig Online Dienstleistungen. DVD Geräte sind Standard. More als 30 Prozent percent brennen Daten auf DVD und machen Backup. Mehr als 60 Prozent managen und schauen sich ihre persönlichen Photos auf dem PC an. Fast 20 % schauen DVDs auf dem PC. * Forrester Research: Benchmark 2007 „State of Consumer and Technology“ Young Explorers Urban ProfessionalIndependent Intellectual Early Adopters* Free Entrepreneurs TechnologyoptimistsMiddle tohighincome Technologyoptimists Lowtomiddleincome EARLY ADOPTERS* Key Attribute: •Nnutzen multiple Geräte (Mobile phone 85%, Laptop 55%, MP3 Player 49%, video phone 22%) • 25-45 • ~70% männlich • Tech Liebhaber • Haushaltsgröße: 1-3 • Haushaltseinkommen: Mittel bis Hoch • Hoher Bildungstandard • Obere Mittelschicht bis Oberschicht Marktgröße: Nordamerika Markt 1/3 der Bevölkerung (~77 Millionen US Erwachsene) * Forrester Research: Benchmark 2007 „State of Consumer and Technology“ 17.03.2010 8Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 9. Level Two Target Groups (by technology adoption) Early Adopters Mainstream Users* Key Attributee: • Nutzen multiple Geräte • Alter: 18-60 • ~55-60% male • Technologie-affin • Haushaltsgröße: 1-3 • Haushaltseinkommen: niedgrig oder mittel bis hoch • Alle Bildungsschichten • Unter- und Mittelschicht * Forrester Research: Benchmark 2007 „State of Consumer and Technology“ Modern Families Silver TraditionalistsEstablished Classics Entertainment Fan Lifestyle Teens Technologyfollowers Middletohighincome * Forrester Research: Benchmark 2007 „State of Consumer and Technology“ 17.03.2010 9Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 10. Brian (32, software architect) Just finished his PhD on virtual computing and is seeking to become a senior consultant. He just spend 3 months traveling through India and now prepares his animated slide show to put on his Web log Detailed Descriptions Independent Intellectuals • Gender: 25% female, 75 % male • Age: 20-35 • Education: High to highest • Tech Level: High to highest • Position: Middle to highly-qualified Positions • Income: Still student or high income • Household size: 1-2 person Werte & Interessen • Values: Community / Solidarity / Culture / Society / Freedom • Interests: Computer (67%), Consumer Electronics (58%), Science: 66 %, Sports (44%), Society (42%) Mediennutzung • TV: Selected usage of public formats, Action and SciFi • Print: Intense usage with high level of information requirement (die Zeit, FAZ, c’t, GEO, National Geographic etc.) • Online: Intense and selective usage of auctions, sports, health- and nutrition tips 17.03.2010 10Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 11. Tina (41 – architect) Convinced by city-life she enjoys urban diversity, anonymity and freedom. She loves to socialize and es interested in her social environment Detailed Descriptions Urban Professionals • Gender: 26,9 % female, 73,1 % male • Age: 29-55 • Education: Middle to highest • TechLevel: Middle to high • Profession: Qualified to leadership employee • Income: Middle to high • Household: Single- and 2-3 people Werte & Interessen • Values: Freedom / Independence / Culture / Society • Interests: News: 79,4 % / Computers: 69,9 % / Science: 67,5 % / Economics: 52,8 % / Finance: 44,6 % Mediennutzung • TV: Selectively search for information on public formats • Print: Take their time for reading their newspaper • Online: Using Internet mainly for obtaining information at their job 17.03.2010 11Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 12. Simon & Paula (38, 27 – art directors) Their ideal is to be professionally independent and free. The are willing to spend most of their time working on their own account. Despite very little leisure time they are quite active. Detailed Descriptions Free Entrepreneurs • Gender: 24,5 % female, 75,5 % male • Age: 20 – 55 • Education: Middle to high • TechLevel: Middle to high (technology followers) • Profession: Entrepreneurs, freelancer (artists, craftsmen, architects, musicians, designers etc.) • Income: All • Household: 2-4 Werte & Interessen • Values: Freedom / Independence / Possession / Wealth / Success • Interests: Economics: 59,3 % / Telecommunication: 56,3 % / Traveling: 53,6 % / Nutrition: 49,3 % / Finance: 47,4 % Mediennutzung • TV: Very few, but selective search for Information • Print: Intense reading of finance and economic magazines • Online: Frequent and intense usage of information services 17.03.2010 12Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 13. Pat (24, student) Wants to live as intense as possible. Snowboarding, parasailing, traveling and action games – he is loving it. Seeks for new experiences and wants to be something special Detailed Descriptions Young Explorers • Gender: 45,3 % female, 54,7 % male • Age: 20-29 • Education: Middle to high • Tech Level: High • Profession: Qualified employee, freelancer, students • Income: Low to middle • Household: Single or 2 person Werte & Interessen • Values: Freedom / Independence / Community / Solidarity • Interests: music: 66,5 % / society: 45,5 % / lifestyle: 39,7 % / shopping: 36,7 % / mode: 32,7 % Mediennutzung • TV: Conscious and selective usage, mainly comedies • Print: Lifestyle magazines are to inform in latest trends • Online: Strong usage at workplace/university, mainly search engines, events, cinema program 17.03.2010 13Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 14. Steve (45, builder) Loves soccer and racing. Never misses a Formula 1 race or the next Red Hot Chili Pepper Concert. Just bought a new entertainment system so he can invite his friends for the next soccer match. Detailed Descriptions Entertainment Fan • Gender: 10% female, 90 % male • Age: 30-59 • Education: Low to middle • TechLevel: Middle • Education: Workers • Income: Low to middle • Household: 2-4 person Werte & Interessen • Values: Security / Structure / Moral / Discipline / Tradition • Interests: Computer (83%), Consumer Electronics (64%), Telecommunications: 75 % Mediennutzung • TV: often and intensive use of entertainment programs, series and talk shows • Print: Newspaper and Magazines are read but not in detail (BILD) • Online: Average Usage very focused on topics (TV-Program, Sport, Technology) Materialistic prostitution – he is loving it. Through brand symbols of consumer electronics – TV, computer, mobile phone, iPod – the are defining their level in society and try to get over their fear of existence 17.03.2010 14Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 15. Janette (15) & Patrick (17) Always hang out together with their friends after school. Like to take photos an videos from their social life and share it with their favorite music with others. They love to socialize and be always up to date with the gossips and latest trends. Detailed Descriptions Back to Overview Lifestyle Teens • Gender: 43% female, 57 % male • Age: 14-19 • Education: Middle • TechLevel: Middle • Education: Pupils, some workers • Income: Low to none • Household: 3-4 in family Werte & Interessen • Values: Community / Solidarity / Possession / Rich / Success • Interests: Music (80%), Consumer Electronics (61%), Sport: 63 %, Lifestyle 50%, Fashion 44% Mediennutzung • TV: Entertainment and Leisure media, soaps and game-shows • Print: Magazines on Fashion and Lifestyle (Bravo, Joy, Glamour etc.) • Online: targeted search for information on cinema and celebrity-news 17.03.2010 15Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 16. Helen (34, chemical assistant) Rob (42, Banking Officer) Lola (4, child) They just bought their first home and love to take videos of their daughter at their new house. They usually invite other parents for barbecue on the weekends. The live a normal live and go shopping for special offers. Detailed Descriptions Modern Families • Gender: 40,2 % female, 59,3 % male • Age: 25-55 • Education: Middle • TechLevel: Low to middle • Profession: Simple to qualified employee • Income: Middle • Household: Mainly families Werte & Interessen • Values: Security / Regularity / Tradition / Customs • Interests: Computer: 70,2 % / Music: 66,4 % / Health: 62,5 % / Living: 52,8 % / Nutrition: 50,6 % Mediennutzung • TV: Frequent usage, quite often as side-entertainment • Print: Only little usage, mainly guidebooks • Online: Used mainly to obtain information and for cheap shopping 17.03.2010 16Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 17. • Gender: 21,1 % female, 78,9 % male • Age: 30-59 • Education: Highest • Profession: Freelancer, Entrepreneur • Income: High to highest • Household: 2-3 Personen Werte & Interessen • Values: Self-consciousness / confident / culture / society • Interests: news: 84,4 % / politics: 67,0 % / economics: 60,1 % / culture: 57,3 % / traveling : 50,5 % Mediennutzung • TV: Very little, sincere information and cultural channels • Print: Daily newspapers and economic magazines are read often and intensely • Online: Very popular, used frequently and intense Paul & Peta (52, 44 – entrepreneurs) They are running a logistics company and have only very limited time apart from their job and social commitments (dinner with business partner, opera visits and charity gatherings). Their only son is now at boarding school and they are now enjoying their time together doing short- trips to European cities and Detailed Descriptions Established Classics 17.03.2010 17Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 18. • Gender: 19,5 % female, 80,5 % male • Age: 55 • Education: Middle to high • Profession: Middle to leadership position • Income: Middle to high • Household: Mainly 2 person Werte & Interessen • Values: Moral / Discipline / Culture / Society / Tradition / Customs • Interests: News: 86,5 % / Politics: 69,7 % / Health: 67,0 % / Economy: 58,4 % / Traveling: 55,7 % Mediennutzung • TV: Frequent usage for education and learning, broad channel usage • Print: Read almost everything, frequently and intense • Online: Usage for further information for latest news Sam & Mary (67 – retired) They are in their best years and already achieved enough. A comfortable home and family are main priority Detailed Descriptions Silver Traditionalist 17.03.2010 18Marketing RoundTable CyberForum: Sinus-Milieus IT
    • 19. 17.03.2010 Marketing RoundTable CyberForum: Sinus-Milieus IT 19 Kontakt Rebecca Rutschmann LIVEVENTURE PR |Social Media| Kommunikation | Coaching Parkstr. 7 | 76131 Karlsruhe Telefon 0721 6288896 | Mobil 0176 63209615 rr@liveventure.de

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