Why a pursuit of reach may be inhibiting your marketing effectiveness | WARC | The Feed
The Feed
Daily effectiveness insights, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
Why a pursuit of reach may be inhibiting your marketing effectiveness
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
This content is for subscribers only.
Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.
Email this content
