News / Blog: #zielgruppe

What is offline marketing?

Offline marketing is a type of marketing in which advertising and other promotional activities take place offline, i.e., outside the Internet, rather than online. Offline marketing typically involves more conventional advertising media such as newspaper ads, radio and TV commercials, billboards, and other forms of advertising aimed directly at a target group. Offline marketing may also include other forms of marketing, such as events, distribution of giveaways, direct marketing, and trade advertising.

What is target group marketing?

Target group marketing is a strategy that enables companies to market their products and services to a specific target group. It involves the use of data analysis to understand the specific needs, behaviors, and preferences of the target audience and the development of advertising campaigns and marketing strategies that appeal to that audience. Audience marketing can be an effective way to help companies generate more revenue from their existing customer base.

Instruction Media & PR Database

Login & Functions

Activation, Login & Database Access:

After confirming activation via email link, you can log in to the "My Account" area using your established login name and password via the person icon in the header area of the www.fischer-data-science.com website (to the left of the "i icon").

In the "My Account" area you can access and change your customer and account settings, view and download your orders and invoices (HTML or PDF, soon additionally as machine-readable XInvoice), access your search history, favorites and watchlist as well as create, manage and open your own lists (tab "My Lists").

Under the "Security" tab, you have the option to change your password, view your login history, log out devices that are currently logged in, and request your personal customer data for download in accordance with DSGVO.

Under the "Orders/Databases" tab, you can access this by clicking on the "Open Media & PR Database" button.

Alternatively, you can access the overview & search screen of the media & PR database by mouse-over via the sub-item "Overview & Search" (1st sub-item of the menu item "Media & PR Database") via the main menu or use the direct link https://www.fischer-data-science.com/en/media/overview/.

Overview & Search screen:

Figure 1 shows the backend area of the master table with search and filter mask (top of image), where you can, for example, list the radio stations included in Germany or further filter and sort by more than 20 filter criteria (including city, state, country, title, relevance/reach for prioritization, editorial email address, editorial phone number, fax number, type, Facebook, Instagram, YouTube, LinkedIn, Xing, number of Wikipedia views). Searching by keyword or tag is also possible.

A right click with the mouse on a cell value in the table (e.g. city) opens a list with all entries of this feature. A normal click (left click) with the mouse on a symbol opens the stored entry (e.g. the Facebook profile) in a popup window or controls the search function at Xing or LinkendIn for journalists or editors as well as departments to quickly find concrete contacts in the editorial offices.

A mouse click on an icon or feature while holding down the Ctrl key, on the other hand, opens the corresponding feature as a new browser tab in the background.

Figure 1: Master table "Overview & Search" with search mask. When mouse-over the title of a medium, you will get a short description of the same, if a Wikipedia article is available for the medium.

The bulk functions (engl. mass editing; see checkboxes on the left of the image) allow you - as you are used to from your email provider, for example - to edit several of the selected entries simultaneously (per page between 5 and 1. 000 entries displayable), to open the stored media URLs or further stored features such as Facebook presences in new tabs in the background, to add to favorites list or watchlist, to remove personally stored information again as well as to export the entries & contact data of the selected editorial offices in CSV or JSON format.

To be able to send an email without export directly and individually to an editorial office with your email program, simply click on the corresponding email address, which opens your email program or a new window there.

Clicking on the name of the medium opens the detail view of an entry. Here you will find a short description in the form of the Wikipedia article with useful information such as reach and target audience of the selected medium with all links to the social media channels and the contact details of the editors. Furthermore, you also have the option here to rate the medium, to put it on a list, to create your own lists (e.g. to-do list, campaign list "Campaign X in period Y"), to deposit your own comments and notes for documentation purposes of the communication that has taken place or the contact that has been made incl. feedback.

Instruction Media & PR Database II

How to compile your own specialist distribution lists

1. Define your target group. Who should get the information?

2. Collect contact details that correspond to your target group. This includes name, email address and possibly phone number.

3. Link your mailing list to your other online marketing channels for maximum reach.

4. Send regular emails to your mailing list. Provide valuable information to your contacts and offer attractive deals.

5. Check your mailing list regularly and update the data if necessary.

6. Use tools like MailChimp to manage your mailing list efficiently.