Transcribed
Audience Situation & Segmentation Theory
Mass Audience Nation Entertainment Demographic Generation Appreciative Psychographic Lifestyle Prejudices Community Cultural Challenges Situational Functional Concerns Personal Behavioural Needs Less Targeted More Expensive
Audience Situation & Segmentation Theory
shared by matdwright on Oct 15
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The public relations theorist Jame Grunig's created a rough scetch to this, he called his the 'nested segmentation and situational theory', we adapted it to explain that the most valuable content mark...
eting strategy for building efficient audience networks of sharers is to look for multiple audience members that can identify and share content to your target audience for your behalf.
As Grunig explains in his diagram that we have brought uptodate, the majority of people who participate regularly in your key target audiences life are likely to come from different life situations or segmentations that pose less barriers or restrictions to sharing content than close friends and peers.
The consideration therefore from this is if you had previously used content marketing to target demographics or psychographics then you have been neglecting an influencial audience of much greater sharers from larger volumes of 'light buyers' and you have been targeting only homogeneous audiences or 'people similar in kind' who are 'heavy buyers'.
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