I have been pondering various marketing dimensions of the recent Presidential campaign. A July 2016 Advertising Age predicted that the better candidate doesn’t win, the better marketer does. Some great learning opportunities can be found via leaders from the academic and practitioner community in “Marketing Experts Dissect the Outcome of the Presidential Race“, published on November 9 from the American Marketing Association. A November 13 article by Forbes, “Don’t Trust Marketing ‘Lessons’ from the 2016 Presidential Election” implies that we will be studying the marketing lessons from this election for some time. In a November 21 Wall Street Journal article entitled “Trump’s Win Has Ad Agencies Rethink How They Collect Data, Recruit Staff“, advertisers are questioning if they are in touch with their non-cosmopolitan audiences.
I attended a presentation by Madeline Twomey, Director at Bully Pulpit Interactive, on “Political Advertising in the 2016 Election” at the DMAW/EF Professor’s Institute. There were a number of takeaways from her presentation. Social media is not longer optional in political marketing campaigns…Donald Trump proved that. Strategy still matters. You will never have enough content. Tailor creative to targets, but don’t over segment. In terms of measurement, engagement does not equal persuasion. Millennials need “digital-first” content.
There are many interesting marketing issues to examine within both campaigns as we inquire about the marketing successes and failures from both candidates. I hope you enjoy these thought-provoking articles as a means of better understanding marketing. I am curious to see what our Presidential candidates do in 2020.