By Dan Sinagoga, appeared in The Hill on February 8th, 2016
That's not a misprint in the headline. Go big or go home may be the cliché, but think of a dart board—hitting the smallest space yields big points. Increasingly, we see the same thing when it comes to successful political marketing (all marketing, for that matter).
You needn't be an industry veteran to remember when political campaigns focused on three things in television advertising: news, news and news. It worked at a time where you could count viewing options on your fingers. Effectively everyone watched the same shows at the same time: young, old, urban, suburban, men, women, liberal, conservative. You could always hit a bullseye because the target was so large.
Not today. The very nature of television has undergone a transformation. Beyond the growth of "traditional" networks airing shows at specific times, video on demand and streaming content means that "watching TV" might not involve a TV at all. Conversely, TVs are being used to watch content that may not come from a traditional network. Most consumers fall along the continuum between those ends, mixing and matching content and devices to fit their needs.
So, where is the bullseye for a specific campaign or candidate? Or, more accurately, where are thebullseyes? The difference between success and failure often comes down to who best builds a coalition of voting blocs. Those blocs may be motivated by very different issues, and, as such, have very different tastes in content and ways of consuming it.
Some might see that as an obstacle, but we suggest it presents an unprecedented opportunity. It unquestionably requires putting hard work into finding the right audiences and delivering relevant messages, but the payoff is enormous.
To read the full article, visit The Hill.