Movable Middles Archives

Your Best Customers Aren’t As Loyal As You Think: A Movable Middles Revelation

Marketers often suppress advertising to their existing customers, assuming they are “loyal” and that ad budget is better spent acquiring new users. This common practice, however, might be a significant missed opportunity. The Movable Middles Growth Framework (MMGF) challenges this conventional wisdom, revealing that even your best customers are likely buying from competitors and can […]

Beyond Reach: Why Precision Targeting with Movable Middles Outperforms Traditional Strategies

For decades, the mantra in advertising has been “maximize reach.” The more people you expose to your brand, the better, right? However, new research and a groundbreaking approach from MMA Global suggest that this long-held belief is fundamentally flawed when it comes to maximizing ad effectiveness. The Movable Middles Growth Framework (MMGF) champions a “Moneyballing”

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