According to TransUnion, targeting the 'movable middles' - category buyers not loyal to a specific brand - can be more effective than simply going after likely converters or competitors' customers.
Ally and TransUnion's surveying efforts over the past year aimed to identify potential customers in the market for banking services who were not familiar with Ally, focusing on developing positive brand sentiment over time.
The focus on 'movable middles' led to two to three times more stickiness and adoption of product features compared to generic targeting methods like demographic or competitive conquesting, showcasing the effectiveness of this strategy.
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