How Campaigns are Using Digital & Data to Drive Results
If it seems like everyone around you is compulsively checking social media notifications or email, you’re right. Whether it’s on our phones, laptops, or tablets – we are constantly connected. A recent study by a programmatic digital vendor found that nearly 71% of Millennials use some form of social media at an average rate of more than 3 hours per day. That’s a lot of time, and businesses and politicians alike have taken note and are making digital engagement a critical part of their advertising strategies.
What data are campaigns using?
Digital advertising has given campaigns something they’ve never had before – easily accessible, accurate, up-to-date and personalized data about their targeted voters. Not only do campaigns know your age, gender, and other demographic information but also collect data about your voting history and online behavior. This information allows campaigns to build lists of likely voters, interested parties, etc. In short, campaigns know who is most likely to engage with their ads and can tailor their advertisements to each individual’s preferences. Right down to what time they send the email, and what content the message contains.
It’s productive. Candidates in the 2016 elections spent more than 45 times what they did in 2012 on digital advertising, and that’s only the beginning. In 2014, annual Internet ad spending in North America exceeded that of both TV and print.
All that money certainly has not gone to waste. Since this style of campaigning is so efficient, political entities are actually reaching more people without increasing their spending. Campaigns can effectively and effortlessly advertise to you based on your political affiliation and past interactions with online advertisements, and it works. This method eliminates wasteful spending while gaining name recognition with the voters who are most likely to offer support and engagement.
By understanding voter’s behavior and targeting specific audiences, campaigns utilize their money and time more efficiently. This method is not limited to political campaigns – businesses, nonprofits, and schools can also use digital advertising to increase outreach and productivity.
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Jaclyn Hadler is CMG’s Data & Analytics associate. Jaclyn recently graduated from Michigan State University with a Bachelor of Arts in Economics and a minor in Spanish, and she is excited to utilize her analytical skills to help businesses and campaigns achieve a greater impact and a competitive edge. In her spare time she enjoys traveling, reading, and being outdoors.