For the 2022 Midterms, Data Has Never Mattered More.
ICX Media, Inc.
We are an intelligence, data science, and precision-based audience activation partner helping brands stand out.
It’s midterm season in the U.S., and with the bulk of the primaries behind us, we’ve got less than two months to go before November 8th, which means, for political organizations, interest groups and policy makers, it’s crunch time to get in front of voters of all walks of life and get their messages out there—messages that hopefully resonate with their audiences.
And we’re likely all feeling the advertising and media blitz from candidates and political action committees, flooding our screens and inboxes, spending tens of millions of dollars on media campaigns in the same channels leveraging much of the same data, some messaging undoubtedly missing the mark or falling flat.
But there’s still time for political campaigns to both hone their messaging and their audiences to get out and vote for the candidates and causes they and their political supporters believe in beyond the standard fare.
Here are four ways political marketers can enhance their political campaigns before November.
Go beyond historical voter data.
Many political campaigns focus on readily available voting history to serve up digital campaigns and direct mail right to our doors to gain our confidence on the topics they believe matter to us. This tried-and-true approach is definitely impactful, but risks walking away from large numbers of people who may have not voted in the past, whose views have changed or have tuned out the noise.
Relying on voter history data is certainly a good predictor of who to target, but with so much available data—from zero- and first-party to walled-garden—political campaigns can connect in deeper, and in some cases, more relevant ways with their targeted audiences.
Tap into contextual data to truly resonate with audiences.
With so many consumers sharing more about their views, beliefs and affiliations than ever before, political marketers have access to a wealth of contextual data from consumers to utilize. For example, by tapping into things like certain shows they like to watch at the individual or household level, interests they may have, places they like to shop or social channels they tend to follow can all paint a richer picture of what their views might be on a given topic.
Leverage behavioral data to inform messaging.
Consumers are more vocal than ever. Certain behavioral data, such as likes, comments, sentiment and interactions can all be powerful predictors of how people align to particular political views, how they’re inclined to vote or can inform what matters to them, which can then be leveraged to activate media campaigns with highly targeted messaging to key audiences.
Go granular at the state and local level to connect.
For so many political campaigns, the ability to leverage granular sets of data at the regional or local level at scale may feel out of reach or difficult to attain. Things like party affiliation, voting history, income and county often define and, in some cases, limit, political campaign spend. But uncovering rich granular data can uncover equally rich, hyper-targeted audiences that can augment existing campaigns. For example, reaching independent-leaning republicans who own guns, support climate change initiatives in certain swing state counties could be powerful additions to augment in-market media campaigns for political advertisers.
So, while the midterm elections are nearly just around the corner, it’s never too late to engage key audiences on key topics, no matter where they are. And for political marketers, there’s never been more data to truly connect with them.
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