Burda swaps target groups for communities
The Burda Advertising Center, the marketing organization of Hubert Burda Media and the direct marketing specialist Burda Direct, which also belongs to Burda, have created a new marketing offer.
The Burda Advertising Center, the marketing organization of Hubert Burda Media and the direct marketing specialist Burda Direct, which also belongs to Burda, have created a new marketing offer. The new marketing model is based on the realization that media communities are the
socio-demographic target groups. Instead of anonymous
target groups, it is aimed at communities that use media to
topics and interests. They stand above the usual
classifications such as age or gender, they are based on the
Basis of common activities or living environments. Traditional mass marketing has passed its zenith and will be replaced by the individual and interactive exchange of messages in a highly fragmented media world, explained the two managing directors Andreas Schilling (BAC) and Jürgen Siegloch (Burda Direct) on Thursday in Munich. "For us, the future of advertising lies in community marketing and direct dialog with people. This enables us to offer our customers a fast and measurable return on investment," explained Andreas Schilling. "This new approach will revolutionize brand communication." To realize this, Burda has founded the subsidiary Media Community Network GmbH. It bundles creation, strategy and media deployment and coordinates cooperation with an international network of experts and the marketing partners of the Burda Advertising Center. In addition to Burda Direct, these include Tomorrow FOCUS AG, the mobile marketing specialist Burda Wireless, the ambient media service provider Edgar Medien AG and the producer of events STARnetONE.
socio-demographic target groups. Instead of anonymous
target groups, it is aimed at communities that use media to
topics and interests. They stand above the usual
classifications such as age or gender, they are based on the
Basis of common activities or living environments. Traditional mass marketing has passed its zenith and will be replaced by the individual and interactive exchange of messages in a highly fragmented media world, explained the two managing directors Andreas Schilling (BAC) and Jürgen Siegloch (Burda Direct) on Thursday in Munich. "For us, the future of advertising lies in community marketing and direct dialog with people. This enables us to offer our customers a fast and measurable return on investment," explained Andreas Schilling. "This new approach will revolutionize brand communication." To realize this, Burda has founded the subsidiary Media Community Network GmbH. It bundles creation, strategy and media deployment and coordinates cooperation with an international network of experts and the marketing partners of the Burda Advertising Center. In addition to Burda Direct, these include Tomorrow FOCUS AG, the mobile marketing specialist Burda Wireless, the ambient media service provider Edgar Medien AG and the producer of events STARnetONE.
