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.
Outcome-based marketing plans can reach receptive buyers and pave the way for future brand growth.
Read more in The WARC Guide to new research in marketing
Sourced from MMA, Neustar