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?
What lessons will political marketing bring forward from this first virtual election?
About effective media spend across TV/CTV and digital streams?
About GOTV door knocking vs. texting?
About navigating the ever-shifting social platform policies for fund raising?
About what a virtual ground game looks like?
About how national and local digital strategies diverge going forward?
The post-election Marketing Politics event from MediaPost is a 7-year tradition where Red and Blue team members pop the hood on the digital engines that drove the last cycle and will lead the next.
Tim Lim, Partner, NEWCO
Zachary Moffatt, CEO, Targeted Victory
Robert Aho, Partner, BrabenderCox
Tzatzil LeMair, Account Director, Sensis
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