How to target the "moveable middle" | WARC | The Feed

How to target the "moveable middle"

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. 

Sourced from MMA, Neustar