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Audience intelligence - Audiense solutions - The 1:9:90 Audience Strategy

Market & Consumer Research

The 1:9:90 Audience Strategy

How are people interconnected?

The so-called 1:9:90 model posits that if you get a group of 100 people online then one will create content, 10 will interact with it (commenting or offering improvements) and the other 89 will just view it.

A leading mobile technology company wanted to target consumers experiencing bad service with their competitors. With Audiense, the brand was able to apply the 1:9:90 audience strategy, identifying and targeting each of the groups:

  • The 1% macro-influencers: innovators and opinion leaders, who move the market when they speak, write, tweet or publish just about anything.
  • The 9% micro-influencers: the enthusiasts who are proficient in using social media. Early adopters who are highly active online and spend most of their time on social networks.
  • The 90%: the great majority of any market. They lurk and learn and consume content on the daily.

The brand used Audiense to build dynamic audiences and target each segment mentioned above...

... with the right mindset, and to get insights about who they are and how they are interconnected.

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