{"id":20,"date":"2020-12-02T08:30:39","date_gmt":"2020-12-02T13:30:39","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/12\/02\/a-vote-for-digital-marketing-lessons-from-alexandria-ocasio-cortez\/"},"modified":"2020-12-02T08:30:39","modified_gmt":"2020-12-02T13:30:39","slug":"a-vote-for-digital-marketing-lessons-from-alexandria-ocasio-cortez","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-vote-for-digital-marketing-lessons-from-alexandria-ocasio-cortez\/20\/","title":{"rendered":"A Vote for Digital: Marketing Lessons From Alexandria Ocasio-Cortez"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc420986 = window.plc420986 || 0;\n            document.write('<' + 'div id=\"placement_420986_' + plc420986+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,420986, [300,250], 'placement_420986_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc420986++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Kris Tait, Managing Director at Croud<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Votes are expensive things to earn. Latest estimates show spending in the 2020 presidential election was the highest in history &#8211; with almost $11 billion spent <a href=\"https:\/\/www.businessinsider.com\/almost-11-billion-dollars-will-be-spent-on-2020-elections-2020-10?r=US&#038;IR=T\">according to the Center for Responsive Politics <\/a>&#8211; a substantial increase on the $7 billion in 2016. With $6.23 billion of that total directly spent on advertising, it\u2019s easy to understand why advertising effectiveness is front of mind for campaign managers. But it was neither Trump nor Biden who shone the clearest light on how to effectively market an election &#8211; it was New York Representative Alexandria Ocasio-Cortez, a.k.a. AOC.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As the initial election results indicated no landslide victory for either side, the representative <a href=\"https:\/\/twitter.com\/AOC\/status\/1324696270674530304\">took to Twitter<\/a> to dispel some myths about \u2018underperformance\u2019.<\/p>\n\n\n\n\n<blockquote><em>&ldquo;Ideology and messaging are the spicy convos a lot of people jump to. But sometimes it&rsquo;s about execution and technical capacity.&rdquo; &#8211; AOC<\/em><\/blockquote>\n<p class=\"wp-block-paragraph\">It is worth listening to AOC\u2019s wisdom when it comes to understanding how to connect with audiences &#8211; especially on digital. The House Candidate has amassed over 10 million followers on Twitter, whilst comfortably defeating the incumbent Democratic Representative Joseph Crowley in the 2018 primary elections, despite <a href=\"https:\/\/www.nytimes.com\/2018\/06\/26\/nyregion\/joseph-crowley-ocasio-cortez-democratic-primary.html\">him outspending her by around 10:1.\u00a0<\/a><\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">So what can marketers learn from AOC\u2019s digital-first approach?<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Spend smart<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Politicians and marketers face the same challenges and pressures when it comes to effective use of budget.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many businesses in the US force themselves into inefficient spending by placing too much focus on appeasing investors, rather than prioritizing genuine business results. Similarly, US politicians invest money into what a politician \u2018should do\u2019 &#8211; for instance a traditional TV campaign &#8211; rather than what is the most effective. Of the $6.23 billion spent in this year\u2019s election, around <a href=\"https:\/\/www.businessinsider.com\/almost-11-billion-dollars-will-be-spent-on-2020-elections-2020-10?r=US&#038;IR=T.\">69% went to TV, whilst only 15.3% went to digital<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/twitter.com\/AOC\/status\/1324778791961612288\">AOC highlighted<\/a> Arizona\u2019s Democratic candidate Mark Kelly as evidence of what smart spending looks like as part of a broader digital campaign. Kelly spent by far the most on Facebook advertising in the week before the election, and in September, he launched the<a href=\"https:\/\/www.theverge.com\/2020\/9\/23\/21453234\/mark-kelly-nasa-astronaut-snapchat-ar-lens-arizona-senate-race\"> first Snapchat AR lens for a Senate race.\u00a0<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Kelly campaign estimates there are over 1million registered Arizonan voters aged between 18 and 30 on Snapchat &#8211; and through his account, the candidate rallied and updated audiences daily. \u201cThis is one strategic way the campaign is working to reach young voters in this flippable battleground state where every vote will make the difference on Election Day,\u201d a Kelly spokesperson <a href=\"https:\/\/www.theverge.com\/2020\/9\/23\/21453234\/mark-kelly-nasa-astronaut-snapchat-ar-lens-arizona-senate-race\">told The Verge<\/a>.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Understand the audience&nbsp;<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">When it comes to building a direct, personal relationship with an audience, nothing beats social. Whilst Mark Kelly illustrated this through Snapchat, AOC and fellow congresswoman Ilhan Omar took to Twitch to engage with new audiences, live streaming the popular video game <em>Among Us. <\/em>The results, by any metric, underlined the importance of experimenting and engaging through novel digital channels, with AOC\u2019s channel attracting 439,000 live viewers (for context, the all-time <a href=\"https:\/\/www.theverge.com\/2018\/3\/15\/17123424\/ninja-drake-fortnite-twitch-stream-record-travis-scott-juju\">record<\/a> on Twitch is 628,000 concurrent viewers). For comparison,<a href=\"https:\/\/www.theguardian.com\/games\/2020\/oct\/22\/alexandria-ocasio-cortez-ilhan-omar-among-us-twitch-stream-aoc\"> Trump and Biden\u2019s live-streamed campaign events on Twitch saw total views peak at around 6,000 and 17,000 respectively.<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This effort showed a genuine understanding of reaching audiences where they are &#8211; and with the content you know will resonate with them. By looking deeper at what a key demographic was interested in, AOC was able to conduct a meaningful dialogue (and create interesting, reusable, meme-sparking content) at virtually no cost.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Get the measure of it&nbsp;<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Finally, smart spending and targeting require smart measurement. Many brands still measure marketing activity with rudimentary metrics, limiting the performance they could potentially drive. Digital provides instantaneous metrics &#8211; but these shouldn\u2019t trigger reactionary, short-term actions. As AOC proves with her year-round canvassing &#8211; by focussing on a measurement framework that suits your objectives and the type of media you are buying, you\u2019ll have a much better chance of achieving long-term goals.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">AOC has shown there are still many innovative, cost-effective ways to understand and connect with audiences through digital &#8211; it just requires analysis, a bit of creativity, and a willingness to experiment and engage directly.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc420987 = window.plc420987 || 0;\n            document.write('<' + 'div id=\"placement_420987_' + plc420987+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,420987, [300,250], 'placement_420987_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc420987++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Votes are expensive things to earn. It was neither Trump nor Biden who shone the clearest light on how to effectively market an election &#8211; it was New York Representative Alexandria Ocasio-Cortez, a.k.a. AOC. <\/p>\n","protected":false},"author":7,"featured_media":21,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-20","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Vote for Digital: Marketing Lessons From Alexandria Ocasio-Cortez | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/a-vote-for-digital-marketing-lessons-from-alexandria-ocasio-cortez\/20\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Vote for Digital: Marketing Lessons From Alexandria Ocasio-Cortez\" \/>\n<meta property=\"og:description\" content=\"Votes are expensive things to earn. 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