> ## Content Index
> Fetch the complete content index at: https://adjacent.media/llms.txt
> Use this file to discover other available public pages before exploring further.

# Why Brands Waste Budget Chasing the Wrong Shoppers
- URL: https://adjacent.media/signals/why-brands-waste-budget-chasing-the-wrong-shoppers/
- Published: 2026-06-10T16:14:29.000Z
- Updated: 2026-06-10T16:14:29.000Z
- Description: Channel Factory’s analysis shows marketers are disproportionately targeting the smallest, least valuable segment—those already actively shopping and comparing products—when growth lies in reaching less engaged consumers earlier in their journey.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, marketing strategy, audience targeting, consumer segmentation

Source: [Beet](https://www.beet.tv/2026/06/brands-are-chasing-the-wrong-5-of-shoppers-channel-factorys-nerissa-valdellon.html?ref=adjacent.media)

Channel Factory's analysis shows marketers are disproportionately targeting the smallest, least valuable segment—those already actively shopping and comparing products—when growth lies in reaching less engaged consumers earlier in their journey. This challenges the industry's default playbook of maximizing conversion efficiency, which concentrates spend on the easiest 5% of prospects while neglecting the 95% who represent actual growth potential. Brands optimizing for immediate conversion are leaving market share expansion on the table by ignoring audience segments that require different messaging and touchpoints.