报告日期：
2024-08-13
报告页数：8页
报告简介：
DebunkingtheShortandLong-TermMythofMarketingBREAKTHROUGHSINAUDIENCESTRATEGYThedecades-longstrugglebetweenpursuinglong-termgrowthandachievingshort-termsalesisrootedinamyth.Goingbroadforthebrandandtargetedforperformanceiswrong.WerechallengingmarketerstoadoptanewaudiencestrategyfocusedontheMovableMiddlesthatoptimallymeetsbothshort-termandlong-termgoals.Hereshow.Ratherthanrelyingsolelyonyourcurrentcustomersordemographicdatatodefineaudiences,anchoryourstrategyonconsumersmostlikelytobeinfluencedbyadvertisingthe“MovableMiddles.”Onaspectrumofcategorybuyers,MovableMiddlessitbetweenHighLoyalswhoareverylikelytochooseyourbrandwhentheynextpurchaseandLowLoyalswhoarenot.MovableMiddlesareinclinedtoswitchamongyourbrandandafewothers.LowLoyalsareunlikelytobeinfluencedbyadvertising,whileHighLoyalswilllikelyconvertwithoutit.Advertisingtoeithergroupiswasteful.MovableMiddles,ontheotherhand,respondwelltoadvertising,soyouraddollarsgofarther.FocusonconsumerswhomatterFigure1.MovableMiddlescasestudyresults3Source:MMAGlobal1.“Advertising”throughoutthispaperrefersspecificallytopaidmedia.2.FormoreinformationonthescienceofMovableMiddlespleaserefertotheground-breakingwhitepaperthatTransUnionandMMAGlobalproducedinpartnershipin2021:Outcome-basedMarketingv2.03.Studieswereconductedforthe4brandswhoselogosareshownaswellas2apparel,1pizza,and3CPGbrands.MovableMiddlevs.Non-MovableMiddleROASMultiplier2x8x5x5x14x23xHighsharebrandLowsharebrand2xDebunkingtheShortandLong-TermMythofMarketing2ThisnewsciencewasintroducedbyMMAGlobalandTransUnionin2021.2Sincethen,acrossnearlyadozencasestudies,MovableMiddleshaveconsistentlyoutperformedHighLoyalsandLowLoyalsbybetween2xand23xindrivingincrementalsalesperadvertisingdollarintheshortterm.(seeFigure1)Toconductthesestudies,weidentifiedandanalyzedrelativelysmallpopulationsofMovableMiddles.Toscalethesefindings,intheory,brandscouldusetheseMovableMiddlestoconstructlargeaddressableaudiencesthroughlookalikemodeling.Wouldbrandsbeabletobuildsuchaudiences,andwouldtheyperformanybette…
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