How to Do Digital in a Hyper-Digital World
COVID-19 has shifted our entire world online. As the amount of digital messaging and online advertisements trying to find eyeballs skyrocket, many are left thinking it's impossible to cut through such a noisy crowd on a budget. While it certainly is difficult, it is not impossible. We have spent over 10 years refining our processes and calibrating our tools to get messages across loud, clear, and efficiently.
Reaching more people doesn’t necessarily equal climbing poll numbers. It’s about reaching the right people with the right message at the right time, and this is why tailoring campaigns with the correct voter targeting is so essential. Many campaigns make the mistake of running ads without clearly defining who will see them – more of a shotgun approach: Are they likely voters? Are they swing votes? Does the data suggest they are likely to respond to the message? Etc.
In today’s world it is essential to run data-driven campaigns to cut through the crowd. Polling, analysis of the number of potential voters in the desired area, applying a propensity model based on data from past elections, and using a formula to target the voters that are needed to win with the required amount of digital impressions – these are critical to win.
The question becomes: how can all this be done on an efficient budget? Many campaigns throw dollar after dollar down the drain because there isn’t a clear direction. This method of trial and error can turn out to be very pricey. By formulating a data-driven plan and actively monitoring and adapting it, it is possible run something much more efficient that will move the dial. Careful analyzation of key metrics like impression counts, click-through rate, and website data will help mitigate unnecessary cost and ensure the cost per impression isn’t too high.
You can have the best advertising plan and most efficient budget in the world, but it doesn’t mean anything if the messaging doesn’t work. Understanding the creative process behind political messaging is essential to grab people’s shortening online attention spans. Skilled, fresh, and artful use of video production and display design is necessary in slicing through the digital cacophony.
Wishing you all the best as you gear up for campaign season,