Like much of marketing, digital political campaigning just advanced 5 years in 6 months. From streaming video to social ad targeting, mobile GOTV to unprecedented online fundraising and volunteering – the pandemic drove electioneering deeper and faster into virtual experiences than anyone could have predicted. And yet, traditional TV ad spend disintegrated existing records. What did we learn – about the strengths and limits of digital channels under the ultimate stress test?
For the seventh year, MediaPost’s Marketing Politics brings together Democratic and Republican campaign gurus to share the key lessons learned from the recent cycle. What worked and what didn’t in the most unusual election in modern history – where most Americans experienced candidates, decided and even voted – from home?
Tim Lim, Partner, NEWCO
Zachary Moffatt, CEO, Targeted Victory
Robert Aho, Partner, BrabenderCox
Tzatzil LeMair, Account Director, Sensis
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