MMA：2024年揭穿营销的短期和长期神话（英文版）

Rather than relying solely on your current customers or demographic data to define audiences, anchor your strategy on consumers most likely to be influenced by advertising¹ — the “Movable Middles.” On a spectrum of category buyers, Movable Middles sit between High Loyals — who are very likely to choose your brand when they next purchase — and Low Loyals who are not. Movable Middles are inclined to switch among your brand and a few others. Low Loyals are unlikely to be influenced by advertisin