As Presidential candidates gear up with targeted advertising and marketing messages, which ones are doing the best job of reaching the correct audience?
A survey conducted online in the United States by Harris Poll, on behalf of cloud marketing software company Emarsys, suggests that 37% think Donald Trump is the presidential candidate doing the best job with marketing campaigns. The study, released Wednesday during Advertising Week, was conducted from Sept. 9 through 11, 2015 among 2,120 adults ages 18 and older.
Bernie Sanders follows with 21% and Hillary Clinton with 20%. About 18% of Americans think Ben Carson is conducting the best marketing campaign, and more than 1 in 10, or 11% say Ted Cruz tops the list when it comes to marketing themselves.
Other presidential candidates appearing in the top 10 list of candidates include Carly Fiorina with 10%; Jeb Bush, 9%; Marco Rubio, 5%; and Chris Christie, 5%.
Voters can pretty much rely on candidates focusing on data-driven political TV advertisements through the 2016 elections. Separating those willing to give small, one-time donations from those willing into give more becomes key to accurately targeting. The more focused the better, Chris Choi, director of media at Blue State Digital, said during the MediaPost OMMA Programmatic Television panel during Advertising Week. Small movements in voters will also become important to measure in 2016, and TV will need to catch up to the good job done by many email subject lines, he says.
Emarsys’ study confirms that advertising channels are important. Some 48% of Americans participating in the survey admit that TV advertisements are the most effective in persuading them to buy a company’s products. Print advertisements ranked second at 38%, followed by email at 35%; social media, 22%, radio, 15%; mobile, 12%; banner ads, 9%; and SMS/text message, 7%.
The research also looks at how Americans want to receive advertisements from retailers and ecommerce companies. It shows that 81% of Americans want to receive advertisements from retailers and e-commerce companies, with 57% saying they want to hear from them when there is a sale or promotion.
Some 47% of consumers said they want to hear from retailers and e-commerce companies when something they want becomes less expensive.
Still, 26% want to hear from retailers when something they’ve been looking at is close to selling out; 25% when a holiday approaches; 12%, after visiting a company’s Web site, social media page, or store; 17%, when they are at home; 16%, when they’re shopping in or close to their store; 12%, when a loved one’s birthday is coming up; 10%, after visiting a competitor’s store; 3%, when at work.