In order to participate in the election, politicians will do some advertisements to promote their political achievements and ruling ideas in advance, in order to achieve the purpose of attracting more supporters. In political marketing, campaign advertising has always played a pivotal role. The 2020 U.S. election is underway, and online advertising spending has grown rapidly due to the pandemic. In the so-called most expensive election in history, what new marketing ideas can you learn from?
This article has launched an analysis and discussion on this, let's take a look~According to the New York Times, the 2020 U.S. presidential election is about to break previous records and become the most expensive election in U.S. history. The total cost of the election will be close to $14 billion, more than double the job title email list amount spent in 2016, according to Open Secrets. In the last 2 months of increased competition, political donations have shown an influx, and advertising spending has also increased significantly. In political marketing, campaign advertising has always played a pivotal role. Online advertising spending in both camps has increased rapidly, and the reason behind it is closely related to the new crown epidemic.
On the one hand, large canvassing rallies have been canceled, leaving the campaign with nowhere else to spend; on the other hand, people's attention has shifted to online platforms, as there is more leisure time online. This is the same marketing challenge that many industries have faced for months. 01 The general trend: online advertising surges, positive and negative influences coexist Online advertising accounted for just 1% of campaign ad spending in 2010, and by 2020, that share has ballooned to 27%. As of early September this year, political ads on Google and Facebook totaled $500 million. The most essential reason for the growth of online campaign advertising is the change in the way people get information , and a large number of young people have long stopped getting information through traditional channels such as television.
The negative impact of advertising itself on messaging is highlighted in political marketing – the growing number of misinformation circulating on the internet that can mislead voters. Facebook stopped all new political ads just in November, the week before the election, to reduce the distraction of false letters. As the total number of campaign ads has increased, the share of negative ads has continued to climb. Negative campaign ads are ads that focus on attacking a competitor's weaknesses. Nearly half of the election ads this time around were negative, the data showed.
Although this is different from the advertising rules in the business world, the law of diminishing marginal effects of advertising due to competition of similar products is similar. The two major channels of online campaign advertising are also search and social media, which are perfectly aligned with commercial marketing strategies for capturing voters' minds. It is necessary to select the right audience, the right time period, and at the same time to ensure that voters have a good marketing experience - all of which need to be matched with scientific marketing strategies and strong marketing capabilities.