"Marketers are pointing to budgets/resources and economic uncertainty as their top challenges heading into the new year, according to our company's 2026 Predictions survey, based on findings we received from surveying 970 marketing professionals in September 2025. With squeezed budgets and unpredictable consumer behavior continuing to impact strategies and revenue, marketers don't have resources to waste. They must create outcome-focused strategies that home in on the most effective and efficient strategies to drive incremental sales and growth."
"It can be easy to fall into the trap of doubling down on the top 25% of your brand's most loyal customers or the bottom 25% to win them over. However, the true sweet spot for growing category share seems to lie in the middle 50%, who make up just about 20% of a brand's sales but 40% of the total category's spend."
Marketers face squeezed budgets and economic uncertainty that heighten the need for efficient, outcome-focused strategies to drive incremental sales and growth. High-growth opportunities center on three segments: the movable middle, most valuable customers, and highest brand spenders. The movable middle—about 20% of a brand's sales but 40% of category spend—includes frequent category purchasers who lack brand loyalty and respond to targeted advertising. Identifying these shoppers requires analysis of intent, past purchase and visitation signals, and competitive shopping behavior. Effective tactics include compelling value offers, product-bundling discounts, varied packaging, and innovative product positioning to convert and capture category share.
Read at www.forbes.com
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