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4 Reasons 2024 Political Campaigns Must Go Digital

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Digital Marketing

Digital advertising spending in political campaigns has absolutely exploded over recent election cycles. This trend is projected to continue with the pivotal 2024 US presidential race, with total digital ad spend expected to easily surpass $10 billion. For campaigns looking to connect with voters and get their messages heard, leveraging digital marketing will provide unmatched opportunities for audience targeting, messaging, and voter interaction. With over 85% of Americans accessing the internet regularly, candidates must have a strong digital strategy to reach and influence voters where they spend most of their time – online.

Here are four compelling reasons 2024 political campaigns must make digital marketing a top priority:

1. Reach Voters Wherever They Are

Gone are the days of reaching voters solely through TV, radio and print ads. Today’s voters are digital natives who spend most of their time-consuming content on social media, streaming platforms, websites and mobile apps. By advertising across digital channels through search, social, display and video campaigns, politicians can interact with voters no matter where they are across devices. Geo-targeting features allow campaigns to laser target key districts and demographics as well. With 302 million active internet users in the United States, the audiences that can be reached through digital channels are massive.

2. Micro-Targeting Capabilities

Digital marketing enables campaigns to segment voters and deliver customized messaging to resonate better. Using advanced analytics and voter data, campaigns can profile supporters based on interests, behaviors and demographics then serve them ads and content that aligns with their specific concerns. Generational targeting is also key, as baby boomers still represent the largest voting bloc, while increasingly politically active generations like Millennials and Gen Z consume much more digital media. Catching these generations attention as they binge watch, game, and stream content requires an omnichannel digital strategy. Micro-targeting also allows more efficient spend as campaigns aren’t wasting budgets advertising to the wrong audiences.

3. Cost-Effective Way to Fundraise & Organize

Unlike costly television and print ads, digital channels provide a much more affordable way for lesser known candidates to increase awareness and raise campaign funds. Strategically placed Google/Facebook ads can direct voters to donation pages. Meanwhile email marketing nurtures existing donor relationships. Digital also provides free organic options too – optimizing campaign websites, producing YouTube videos and growing social media followers are all ways candidates can expand their reach without paying.

4. Analyze Campaign Effectiveness

Digital marketing produces volumes of voter data that can be used to fine tune messaging and ad spend for optimal results. With real-time analytics and detailed attribution modeling, campaigns can identify which platforms, ads and issues resonate best with supporters then double down on those areas. These insights allow campaigns to optimize in the moment vs waiting until election night.
To optimize the performance of digital political marketing campaigns, leveraging a sophisticated demand-side advertising platform is a must. These systems provide advanced capabilities like:

  • Spending and performance forecasting to estimate returns
  • Direct CRM data integration for precision targeting
  • Granular geo-targeting of zip codes, cities, counties, districts
  • Geo-fencing around rallies or campaign event venues
  • Lookalike modeling to discover new audiences
  • Contextual targeting to reach voters reading relevant articles
  • Brand lift studies assessing campaign resonance

These advanced features allow campaigns to plan, launch, optimize and iterate their digital marketing for peak efficiency and impact.

The Road to Victory Runs Digital

In the high-stakes 2024 election, digital marketing will be more important than ever before to reach, inform, persuade, and turn out voters. Partnering with digital experts can give campaigns the winning advantage they need to effectively run modern data-driven campaigns. To discuss how our team of political digital marketing specialists can help gain the winning edge in 2024, reach out to us at V Digital Services today!