Consumers in the “moveable middle” – those who are neither very likely nor very unlikely to buy – are as many as five times more responsive to a brand’s advertising, research shows.
A new methodology
- A study by the Mobile Marketing Association and Neustar identified consumers active in the product category and with a 20–80% propensity to buy a brand’s product.
- Unlike ‘persuadables’ or ‘brand switchers’, these ‘moveable middles’ cut across all levels of past purchase behaviour.
- Marketing plans organised around this group yielded better results than standard plans optimised for reach, including an over 50% lift in return on adspend and higher penetration.
Takeaway
Outcome-based marketing plans can reach receptive buyers and pave the way for future brand growth.
Read more in The WARC Guide to new research in marketing
Sourced from MMA, Neustar
"middle" - Google News
January 13, 2021 at 07:02AM
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How to target the 'moveable middle' | WARC - Warc
"middle" - Google News
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