Should You Adjust Your Marketing Strategies Because of the Election?

Aug 21

We don’t need to tell you the 2024 election is coming. By now, you’ve already seen it dominating the news cycle, showing up in commercial breaks, taking over social media, and spilling over into email and text inboxes.

An election always takes over large chunks of advertising space and attention spans, but its reach is even wider during a presidential election year. According to Axios, advertising spending on political campaigns this year is expected to be close to $16 billion.

With so much money and messaging competing for attention, it leaves brands and markets in a tricky place. How can we compete for share of voice? And should we even try?

Should You Adjust Because of the Election?

The short answer is yes.

It is a good idea to adjust your marketing strategies because of the 2024 election. A presidential election makes it difficult for brands and marketers to cut through the noise and reach audiences because:

People are bombarded with ads.
Polarizing political messaging leaves audiences exhausted and burned out.
Audiences primed with negative political ads may project their emotions on brand messaging seen immediately after.
People get information fatigue. They tune out and become less likely to engage with and absorb any new information.

The influence and impacts of election advertising are even higher in swing states. States such as Nevada, Arizona, Michigan, Wisconsin, Georgia, Pennsylvania, and North Carolina will see a larger influx of political advertising as candidates focus on the states most likely to impact the election. Similarly, regions with hotly contested local elections may also have a larger volume of political ads.

If advertising in these areas, brands and marketers should be extra aware of the election’s impact on their marketing strategies.

How to Adjust Your Marketing Strategies During an Election Year

The impending election doesn’t mean you should stop marketing. It only means you should adjust your marketing to be more strategic and considerate of the pulse of the country. Here are a few ways to adjust your marketing strategies for the months leading up to the election.

Revisit Your Editorial Calendar

Now is a good time to look at your publishing plans for the rest of the year and potentially push the pause button on spending media dollars. Basis Technologies found that 50% of political ad dollars were spent in the thirty days leading up to the election, with 25% of the budget being spent in the last ten days.

You may want to reschedule any significant ad campaigns, product releases, and content and messaging campaigns to before or after the thirty-day window.

Reconsider Your Channels

Some social media platforms and ad streams will be impacted more directly than others during election season. Consider where your brand is showing up and if you should change your visibility during the election.

For example, connected TV (CTV) advertising and video ads are expected to make up a significant portion of campaign ad spend. You may want to opt out of these ad streams in the weeks before the election. Also, some platforms, like X, are known for hosting politically driven ads and controversial conversations. Your brand may want to temporarily avoid posting on polarizing platforms and instead focus on less political outlets (like LinkedIn which does not allow political ads).

Adjust Ad Placement and Budgeting

As more and more ads are bought in the weeks leading up to the election, the cost of ads will increase. As competition drives up the cost of impressions, you will likely see a rise in your spending and a dip in your results.

Adjust your social media and display ad strategy accordingly. You may want to temporarily pause ads or reallocate your budget to more targeted campaigns. Focus on bottom-of-funnel ads that target your ideal audience, and be mindful of placements to ensure your ads don’t show up in divisive environments.

Slow Down Email Marketing

A large portion of election campaign communications comes via email. Any person who has donated to a political party will likely have an inbox filled with requests for funding and reminders for voting in the weeks leading up to the election. This bombardment of emails can cause audiences to tune out of all email marketing.

Email marketer expert Jay Schwedelson saw email marketing click-through rates drop 25% or more in the month prior to the election. His data from the last election cycle also saw email open rates drop by 2-3% each week in the six weeks leading up to the election. Expect to see a drop in email engagement, and consider if you should hold off on email initiatives until after the election.

Focus On Familiar Audiences

With so much noise and so many distractions, election season isn't a great time for meeting new audiences. Consider pausing brand awareness and top-of-the-funnel campaigns, and instead, focus on reaching audiences who already know and like you.

Reconnect with existing customers, past buyers, and familiar audiences. Use targeted campaigns that reach people similar to those who already buy from you and messaging that is highly targeted and more likely to catch attention.

Put on a Political Lens

It’s no secret that election season can be a polarizing time. The weeks leading up to the election can be tense and stressful. Think about how your brand wants to show up. Put on a political lens and be mindful of the pulse of the country as you distribute ads, social media posts, and emails.

Consider implementing brand safety measures. For example, pay attention to if your content and messaging could inadvertently become political or polarizing, and consider using more upbeat and light messaging during a long and draining election cycle.

Need Help Navigating Marketing During an Election Year?

Marketing is not just about your brand, products, and customers. It’s also about what is happening in the world.

As you develop marketing strategies, always consider how significant news, cultural moments, and national events can influence audiences and buyers. Build a structured marketing plan, but also recognize that you need to remain flexible as environments shift and change.

Do you need help crafting a strategic and dynamic marketing strategy? Talk to the digital marketing experts at SpotOn. We’re here to help you build a marketing plan that can support your goals at any time and in any environment. Contact our team today.

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Robyn Spoto