Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.
  • This research seeks to answer the question of whether it is more productive for a brand to maximize reach, or to target those who are most likely to respond to the brand’s advertising, questioning work on reach from prominent experts including Les Binet, Peter Field, and Ehrenberg-Bass.
  • The movable middles are a key new target group, are most responsive to advertising, and can be targeted by trimming off consumers who are very unlikely to buy a particular brand as well as those who are very likely to buy it (and therefore can do with less advertising).
  • This research was able...

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