Why a Brand's Most Valuable Consumer is the Next One It Adds
Ned AnschuetzDDB
Marketers who segment to find their most profitable consumers to invest against are missing the point. The most profitable consumer a brand has is the next one it adds to its franchise.
But brand managers often want to take the 'mass' out of 'mass marketing' to improve their return on the marketing communications dollar. One way to do that, they believe, is to waste fewer dollars reaching infrequent or nonbuyers of the brand and to focus marketing resources...