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Debunking 3 myths preventing campaigns from embracing digital ads

From Campaigns & Elections:

Following the 2012 election, “big data and digital” was the post mortem no one could avoid.

Pundits and strategists still refer to the ability of Obama’s digital team to outmaneuver the GOP and win the election. According to Business Insider, digital comprised 8 percent of the Obama’s campaign’s media mix. On its face, it seems like a decent portion of the budget, until you consider that consumer brand advertisers spend an average of 25 percent of their budgets on digital.

Since digital was a proven winner in both of President Obama’s victories, what’s holding political campaigns back from increasing budget allocation to be more in line with consumer advertisers? Political strategists spend their careers finding the perfect balance of TV, direct mail and grassroots efforts to get their candidates elected. They aren’t paid to experiment. And despite its success, digital is sometimes still viewed as somewhat experimental.

From my perspective, there are three main reasons why political campaigns stick with the status quo. Let’s debunk them.

Myth #1 - Brands need big data. We have voter files.

First, let’s look at what’s in the voter file. It’s a list of registered voters in an area, their address, birthdates, party affiliation (if it’s a party registration state), and voting history. Assuming you know how they voted (and that’s a big assumption), you don’t know how they will vote next time.

Read the rest at Campaigns & Elections.

Posted on July 18, 2014 in