What are winning digital techniques for segmenting, targeting audiences and getting out the vote? Who are the audiences for our messages? What are the best integrated marketing communication techniques to reach them?

1. Segmenting & Targeting the
Audience

2. GOTV 2012 and 2004
• 2012 Obama Winning Coalition: Black, Asian,
Hispanic, Young, Secular, Single Women
• 2004 Bush Winning Coalition: White, Hispanic,
Older, Religious, Married Women

3. Playing to the Audience
• MSNBC: 85% editorial; 15% news*
• Fox News: 55% editorial; 45% news*
• CNN: 46% editorial; 54% news*
*Pew Research 2007-2012 Study
***

4. 24/7/365 Specialized Media
• 24-Hour Sports
• 24-Hour Wall Street
• 24-Hour Animals
• 24-Hour Home and Garden
• 24-Hour Cooking
• 24-Hour Music
• 24-Hour …

5. Legacy “Pitching”
• Executives
• Travelers
• Music Fans
• Sports Fans

6. That Was Then, This is Now
• More Change in the Last Two Years Than the
Previous 50 Years
• $500 Billion Ad Industry; $120 Billion Online*
• “First-Party” Data: User Has a Relationship
with Social Media or Google Search
• “Third-Party” Data Derived from PC “Cookies”
or Mobile ID
* The Economist: Advertising Special Report

7. Demographics and Algorithms

8. Unilever “Real Curves”
Campaign
• Dove Research: Only 4 Percent of
Respondents Thought They were
Beautiful
• 80 Percent Believe That Every Woman
Has Something That Makes Her
Beautiful

9. Reaching the Target
Demographic
• Glamour, Allure and Vogue
• “Evolution” Viral Web Video
• Pro-Age Line Celebrating Older Women
• Billboard and Bus Advertising

10. Market Segmentation and
Targeting Strategy
• Demographics: Age, Education,
Occupation, Gender, Orientation,
Income, Family Status, Religion and
Geography
• Algorithms Can Sift Through the
Data.
• Audiences Can Be Targeted
• One Size Does Not Fit All

11. Why “Real Curves” Failed in
Taiwan
• “There Are No Ugly Women, Only Lazy
Ones”
• Cultural Differences Can Make a
Difference Whether A CampaignWorks
or Not

12. Beware of “Pigeonholing”
• People May Not Want to Be Dumped in
Demographic Buckets
• People May not Want to Be Seen as Mere
Statistics

13. And of course … Privacy
Concerns

14. Who Are Your Target Audiences?
How Will You Reach Them?