The Election as Entertainment Approach Is Engaging But Risky

Similarly, the use of hypertargeted messaging can lead to fragmentation, with campaigns speaking so specifically to certain groups that they fail to deliver a coherent, unifying message. Trump’s success with rural voters is a case in point; his highly targeted messaging resonates strongly with his base, but his overreliance on divisive rhetoric risks alienating moderate or undecided voters. Marketers need to strike a careful balance between personalization and maintaining a consistent brand identity.

Digital marketing has, without question, become the epicenter of both political campaigns and modern marketing strategies. However, this shift has not come without its pitfalls.

While artificial intelligence and data-driven personalization can optimize engagement, they also raise concerns about privacy and the ethical use of data. The 2024 election cycle highlights the power of these tools but underscores the importance of transparency and trust in marketing efforts. Brands must be mindful of how their data practices are perceived and ensure that they maintain consumer trust while leveraging new technology.

Influencers can boost or break credibility

In this election cycle, we’ve also seen notable missteps in omnichannel strategies.

Some campaigns have struggled with message consistency across different platforms. Content designed for one platform (e.g., a 30-second TV ad) doesn’t always translate well to more dynamic social media environments, leading to disjointed messaging.

Harris’ campaign has effectively maintained a digital-first presence but has faced challenges in translating her TV and in-person messaging into shorter, more digestible formats for platforms like TikTok, contributing to some loss in impact. These gaps in execution remind marketers to ensure that their messaging is cohesive and adaptable across all channels.

Influencers have played a significant role in this election, partnering with campaigns to boost reach and credibility. However, influencer strategy is not without its challenges. Harris’ partnerships with influencers like popular TikTok personalities have been questioned for mismatches in tone and relevance, leading to accusations of inauthenticity, particularly after the incident with YouTube influencer Kai Cenat.

On the other hand, Trump’s campaign has successfully leveraged influencers with strong, loyal followings in key demographic groups, helping him connect more effectively with specific voter segments. This is a lesson brands must heed: Influencer partnerships can be powerful but require careful curation and authenticity. The key is ensuring that influencers align with your message and that partnerships come across as genuine rather than opportunistic.

A happy marriage of art and science

One of the most important lessons from the 2024 election is that marketing should prioritize strategy over short-term performance tactics. In recent years, many brands have leaned too heavily on performance marketing, sacrificing long-term strategy for immediate gains. This election cycle highlights the importance of a strong strategic foundation—one that emphasizes understanding the “who and why” over the “what and how.”

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