Why a pursuit of reach may be inhibiting your marketing effectiveness | WARC | The Feed

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