Online marketers with goods or services to sell are likely looking for consumers with spending power. With sizable bank accounts and liquidity, the mass affluent are a good place for them to start. Nielsen defines this group as those households with $250,000 to $1,000,000 in liquid assets, excluding real estate.
However, the mass affluent only represent 12 percent of U.S. households, so reaching this highly concentrated group can be difficult, especially through direct marketing channels. Despite these challenges, the mass affluent have a strong online presence, and digital precision marketing has become an effective way to reach this valuable audience. By understanding how this group uses the Web in their daily lives, digital precision marketing can engage these consumers accurately while also protecting their privacy.