We have all heard about the Democratic Party’s skill with data, and there is no doubt the Obama campaign’s masterful use of first-party registration data to drive online engagement, raise funds and influence political newbies helped put him over the line.
Four years later, the dynamics are mostly similar, but we have moved into a world where mobile is dominant, more young new voters are highly engaged and the standard segmentation – at least on the Republican side – might as well be thrown out the window.
In other words, everyone is getting influenced on their mobile phone, especially through news and social channels. There are a ton more mobile-first, new voters out there, and nobody is really sure which voters make up this weird new Trump segment.
To get a handle on this, political advertisers need to properly onboard and analyze their data to identify who they should target, where they live and what they like.
Understand Voter Identity
In politics, a strong “ground game” is key. That means real, old-school retail politics, such as knocking on doors and getting voters in specific precincts out on Election Day. All campaigns have the voter rolls and can do their fill of direct mail, robocalls and door knocking.