(Think happy thoughts, think happy thoughts.) As the world may have noticed, the U.S. election is just around the corner and it has been a hectic time for all as we wait for the nail-biting results. That said, it was nearly impossible not to talk about marketing and advertising in politics during this week’s Olaview. For those of you who haven’t read our previous posts, this series is published bi-weekly and focuses on digital marketing news that caught our eye recently, to which we add our own perspectives. Read on below for a recap on some intriguing news in marketing from this past week:
OLAVIEW: October 21, 2016
Does anyone else feel like the current American presidential election cycle is taking forever? It seems like most people are feeling the fatigue from this marathon of a process. Excedrin got their timing and messaging just right to take advantage of this collective feeling with their latest Twitter campaign. On the morning of the third debate, they started tweeting with the #DebateHeadache hashtag along with some “fun facts.”
The campaign took off pretty quickly with a 3,100% increase in mentions from the previous day. But now that they have people’s attention, how do they keep it? Establishing an evergreen hashtag and identifying brand ambassadors can help Excedrin foster a community and empower key influencers for their marketing strategy moving forward.
-Dave Marcus, Product Marketing Manager
With the final debate behind us and Election Day rapidly approaching on Nov. 8, political ads will be fast and furious to reach voters. Some predict it will have been the most expensive year for political spending. And, it doesn’t cost the same amount to reach each voter. That said, the most expensive group to reach are, you guessed it, millennials. In even greater detail, Republicans ages 18-24.
Taylor Schreiner, TubeMogul’s VP of research, said based on the $5 million budget that a campaign could reach 3.6 million Republicans ages 18 to 24 at a cost of $1.39 per person. That’s the highest price for any group, according to TubeMogul. On the other hand, the campaign could reach 24.8 million Democrats based on the same budget, and the cost-per-person falls to just 20 cents. Schreiner gave two more examples: $5 million reaches 14.7 million female Democrats at 34 cents per person, but if they’re looking to reach independent voters between the ages of 25 and 34, they can connect with 8.4 million people, and it’ll cost 59 cents per person. Most importantly, he says, you need to take a three-pronged approach reaching mobile, desktop, and TV, seamlessly. If you only implement one, you’ll lower your cost, but completely miss the mark.
We’ve seen at Olapic that brands and retailers have already harnessed a way to reach the millennial user base using earned content, which can be a more organic and cost-effective method to supplement marketing. Of course, user-generated content is only one way to connect with your audience, but since millennials seem to appreciate both transparency and authenticity, using their content makes sense as an avenue for connectivity. Instead of the inherent mudslinging that often appears in the final push of political advertising, tapping into user-generated content supplied by millennials, for millennials, that also showcase their stance on policies and candidates might be a more efficient and convincing option to consider for political ads now and into the future.
-Justine Winkler, Customer Marketing Manager
Content Marketing Has An Identity Crisis [Campaign]
Marketing and advertising industries are in constant evolution, often heavily impacted by technology, innovation, privacy, consumer trends, and data regulations. If this wasn’t enough to keep marketers up at night, there is also the question of how businesses can remain competitive, generate profit, and keep up with the evolution of the industry. To answer these questions, forget about the latest buzz words and gadgets and let’s get back to Marketing 101. In this article, Bian Salins, Head of Social at TSB, highlights some basic but critical considerations about a now important part of any organization: Content Marketing. Where should the responsibility actually sit within the marketing team and who should own content?
Content has become, a long time ago now, the backbone of many marketing programmes. It did so through bypassing silos and often being the centre of interest across several departments like public relations, events, social media, and email marketing. Social Media, on its side, seems to be yet another unsettling channel for marketers to hack with new ad-blockers, constant algorithm changes, misleading analytics, and emerging platforms materializing at every turn. All of which makes it extremely difficult for brands to capitalise on great quality content and forces social media professionals to constantly evaluate and reconfigure their strategies. When thinking about what it means to go back to the basics, a few questions remain: what if these content challenges are here to remind us of the essential truth that content in itself is the responsibility and the duty of everyone within an organisation? Could these constant changes be a corporate communications blessing in disguise? What if businesses could break down the barriers of teams and departments and encourage their people to embrace, or be collectively responsible, for their content marketing? Maybe content KPIs would need some reviewing, but perhaps digital, social, brand, and e-commerce marketing partners could collaborate more effectively through the sharing of their content. Who knows, an holistic approach to content might just be a good resolution to adopt in 2017.
-Marion Jourdan, Events Marketing Manager EMEA