• Take Your Medicine And Check Your Diet
    We have science now that shows that the old marketing ways are maybe maladaptive to our current environment. Most media buyers are running their shops - with a few exceptions - like it was 2004.
  • Beep-Beep, Click-Click: Driving Commuters To Political Action
    Americans are spending more and more of their hyper-stressed days commuting. And, according to a 2012 study by three political scientists, commuting deters political participation, especially among lower-income citizens. They found that "time spent commuting involves a higher degree of depletion of psychological resources and incurrence of negative emotions than time spent on the job."
  • Go Their Way: Reaching Likely Voters With Unpredictable Habits
    On both ends of the media consumption spectrum sit two groups: those that gather news and information exclusively from live TV, and those who forsake live TV almost entirely for internet content. Great solutions for reaching both groups already exist, and a solid campaign's media plan should offer solutions to reach both blocs of likely voters.
  • Hillary Clinton Campaigns By The Book
    Of course she is running for president. The "hard choice" ahead is whether she will call the campaign to a halt, not get it in gear.
  • Despite Big Data, Keep An Eye On Individual
    Major campaigns now have (or claim to have) any number of "big data" capabilities, from digital voter files to extensive email lists and targeted digital advertising using third party data. Collecting data is valuable and necessary to campaign efforts, but after collection comes action.
  • Big Data, Little Privacy
    Online marketers extend a variety of privacy protection assurances to viewers of their content, typically bundled in "notice and consent" legalese. The marketer may promise to destroy personal data after a set period of time (right, Snapchat?), to anonymize personal identifiers, to limit if not refuse to share data with third parties, to be transparent about what types of data are collected, and so on. The format encourages customers to agree quickly to the terms without reading for comprehension so they can get to the next screen and start loading up their shopping cart icons with consumer goodies.
  • Sharp Targeting Relies On Quality, Not Quantity
    Thanks to the mass-market adoption of digital devices and a fragmenting media landscape, the viewing habits of the likely American voter are harder to predict than ever before. Now, the majority - more than 50% of us, in fact - fall into a category that presents a significant challenge to advertisers used to traditional media buying plans.
  • Digital Engagement: Early And Often
    Digital engagement by political campaigns went from being a curiosity to a necessity during the 2012 cycle. Robust email programs (made famous during the Obama '08 campaign) and thriving social media activities were joined by the ability to deliver targeted media to specific audiences online.
  • Selling Small Donors
    Billionaire donors are getting a lot of attention these days, but small donors, conventionally defined as citizens who give to a campaign beneath the Federal Election Commission reporting threshold of $200, matter increasingly as well. Small donors provide campaigns with grassroots legitimacy and sometimes significant amounts of money, especially in states and cities that match small donations with public funds, in ratios as high as 6:1.
  • Drag Of A Tagline
    As the parent of a teen and a "tween," I am well aware the effect of marketing on kids and how they interpret the "messages" they unwittingly encounter 24/7.
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