Your Marketing Isn't Bad—It's Election Season!

Recently, I had a conversation with Ethan Froelich, CEO of Arctic Edge Growth Partner, about the lower results I was seeing from the same marketing efforts that had worked wonders just a month before.

Ethan made an interesting point: It might be because of the upcoming election in the U.S.

Honestly, I hadn’t thought about it at first, especially since I’m not based in the U.S. But once I started digging deeper, it became clear that elections can shake up the marketing landscape in more ways than we realize—no matter where you're marketing from.

Here’s why your marketing may not be failing, but simply caught in the crossfire of election season—and what you can do to adjust your performance during these politically charged times.

The Election Effect on Marketing

Whether you’re running B2B campaigns or B2C campaigns, election periods can influence your results. Here’s how:

• Increased Competition for Attention

During an election, political campaigns ramp up their advertising efforts, spending billions to flood traditional and digital media. In the U.S., political ad spending is projected to reach $16 billion in 2024. As a result, non-political brands suddenly find themselves competing for the same eyeballs in an environment where attention is already scarce.

• Inflated Ad Costs

The surge in demand for ad space leads to skyrocketing costs. You’ll notice higher Cost per Click (CPC) and Cost per Thousand Impressions (CPM), sometimes increasing by 15-50%. This means your usual budget may not go as far, leading to fewer leads and conversions for the same spend.

• Consumer Distraction

Election content can create a feeling of "information overload." Consumers are bombarded with political ads, news, and social media debates. The emotional charge around election time can shift their focus away from your marketing messages, even if your offers are strong.

• Shifts in Consumer Behavior

Elections can cause consumer sentiment to fluctuate. People may be more selective about the brands they engage with, and if your messaging doesn’t align with the current social mood, it may be easy for them to ignore your brand.

What Can You Do About It?

Now that you know the reasons, the real question is: How do you adjust your marketing to maintain performance during election season?

1. Rethink Your Budget Allocation

Given that the election period inflates costs, consider reallocating your ad budget. Focus on platforms that may be less affected by political ads. For example:

• LinkedIn: Often less cluttered by political messaging, making it easier to stand out in the B2B space.
• TikTok or YouTube: These platforms are often effective for reaching audiences with non-political content, especially through organic and influencer strategies.

2. Optimize Your Timing

Timing is everything during election periods. Avoid launching major campaigns around key political events like debates, election nights, or large rallies. Consumers’ attention will be glued to political content during these times. Instead, choose windows where political noise is quieter, and your message can break through.

3. Adapt Your Messaging and Creative

With political content flooding the market, consumers experience ad fatigue more quickly. You need to refresh your messaging and creativity frequently. Additionally, ensure your content is sensitive to the current political climate. Avoid controversial or divisive language, and focus on delivering value and building trust.

4. Leverage Programmatic and Real-Time Advertising

Using programmatic advertising can help you adjust to the competitive landscape. Programmatic tools allow for real-time ad placements and adjustments, meaning you can scale up when political content is lighter or shift budgets automatically to less competitive platforms.

5. Use Data and Social Listening Tools

Now, more than ever, it’s crucial to listen to what your audience is talking about. Use social listening tools to track trends and sentiment shifts. This can help you tweak your messaging to resonate with current moods or even address political events without aligning with any political stance.

6. Monitor KPIs Closely and Stay Agile

You’ll need to monitor your key performance indicators (KPIs) more frequently than usual. Keep an eye on engagement rates, conversion rates, and cost-per-acquisition (CPA) closely. If performance starts to dip, be ready to pivot quickly—whether that means changing your platform, adjusting your budget, or refreshing your creative.

Final Thoughts: Election Impact Isn’t Permanent

The good news? Election effects on marketing performance are temporary. Once the political dust settles, your CPCs and CPMs will normalize, and consumer attention will return to a more balanced state. However, being prepared with the right strategies will ensure your brand can ride out the storm without losing momentum.

In the meantime, don’t be discouraged by lower numbers—it’s not you, it’s the election! Keep your strategy flexible, stay engaged with your audience, and be ready to pivot when needed. You’ll come out on the other side stronger and more resilient.