"Fast forward to last year and a similar seismic shift in how politicians used advertising to get their message across to voters of the day and win. However, the major difference is that the Mad Men with their one-size-fits-all were usurped by the Maths Men who interrogate vast swathes of data to send highly specialised messages to a wide array of much smaller groups of voters. In military terms, it's going from a medieval catapult to a Royal Marine sniper."
"It may sound obvious but it's a cohesive or coherent strategy that wins elections. For instance, a recurring theme in the post mortem commentaries on the US election is how Trump stayed consistent on his messaging whereas Clinton's seemed to change more frequently, so it was difficult to get a grip on what she was standing for. Furthermore, Trump's team focused on just 17 states and then honed in on two 'rust belt' states in the final weeks."
Political campaigns have shifted from broad, one-size-fits-all advertising to data-driven microtargeting that segments voters and delivers tailored messages. Cohesive strategy remains crucial; consistent themes and focused geographies improve effectiveness. Successful campaigns prioritized clear messaging, concentrated resources on swing areas, and used digital tools and social media to reach targeted audiences. Data interrogation enables insights into voter attitudes, allowing campaigns to craft specialized appeals for smaller groups. The approach mirrors military precision, replacing mass tactics with targeted strikes. Brand marketers can apply the same steps—strategy first, audience segmentation, personalized messaging, and focused resource allocation—to improve campaign relevance and impact.
Read at The Drum
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