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01 November 2021
Why a pursuit of reach may be inhibiting your marketing effectiveness
Brand growth
Brand management
Reach and frequency, recency
There’s a new twist in the long-running debate on the virtues and vices of reach and targeting: an academic study argues that brands reduce the impact of their marketing with overly-broad reach.
Redefining reach
The study, by Twitter and the University of Oxford’s Saïd Business School, defines reach as a percentage of the ‘breadth’ of audience that the brand wishes to communicate with.
Top-line findings
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