Optimal Audience Strategy for Marketing Growth

This document is a guide for marketers that outlines an optimal audience strategy aimed at achieving both short-term returns and long-term growth. It challenges the traditional belief that maximizing short-term gains must come at the expense of long-term growth, proposing a focus on 'Movable Middles'—consumers who are likely to switch brands and are responsive to advertising. The guide details the process of identifying Movable Middles through surveys and segmentation frameworks, building audiences rich in these consumers, and activating them for targeted marketing. It presents findings from studies conducted by TransUnion and MMA Global, demonstrating that targeting Movable Middles can lead to significantly higher returns on advertising spend compared to traditional audience strategies. The document emphasizes the importance of continuously monitoring and adjusting audience definitions to maintain growth over time, ultimately aiming to increase market share and drive new customer acquisition.