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Inverkan av valet 2020 på medieköp


We are just shy of 1 year until the 2020 Presidential election is upon us. While that may seem that it is a long way ahead, that day alone will have a significant impact on the way we consume and buy and form of media over the next 12 months, especially for those in the world of reklam-

As we enter the full swing of the election season, the Democratic primary candidates are already splitting the amount of attention, noise and most importantly, available ad space multiple ways. The Trump 2020 campaign is already estimated to be spending more than $700,000 a month on Facebook alone. This is just the beginning. It is projected that candidates in 2020, will spend close to $10 billion over the next 12 months. 

While platforms like Twitter and Quora, have taken a stance by prohibiting political ads, channels like Google, Facebook, YouTube, Local TV, and Radio will still be dominated by the political spectrum of ads next year. In fact, since May of 2018, over $121,000,000 has been spent on Google properties alone over the course of the Mid Term elections and Early presidential races. 

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How does this impact you and your company? All your ads are hyper-targeted to my customers’ needs, right? Well, your customers are voters too and will overlap significantly with multiple segments of audiences. It was estimated by Kantar Media that advertiser share of voice dropped from 71% to 51% during the final stretch of the election cycle in 2016. 

Ultimately, what we are going to see is a huge impact on the supply and demand of all and any reklam- spots. This will bring with it much higher CPMs, CPCs, & impacts of unique reach. While none of these are ideal situations, the biggest impact brands will need to contend with is the ad fatigue that will set in on the general public. 

What can we as advertisers do, to minimize the impact the election cycle has on our brands and clients?

Flexible Planning: 

Be prepared to adjust budgets on the fly as the noise and costs increase per channel. This is particularly important for brands who have localized strategies in battleground states or tightly contested down-ballot races are happening. Be aware of the on-goings of the election, especially in your key markets. 

Embrace Cross-Channel: 

Just because costs go up in one channel, it does not mean that you need to pull back from all branding or prospecting. Use your flexible plan to shift budgets to a less crowded channel. Consistently test each channel and see how the marketplace is adapting and take advantage of ebbs and flows of the auctions.


Get Creative:

With thousands of ads being bombarded to each person on a daily basis, you need to give the consumer something worthy of their attention. Provide content that is lighter in nature and educates them, sparks an interest in a subject, or brings them enjoyment. Your brand is more than a product or a service. Give your customers one less thing they need to make a decision on. 



B2B buyers are much more concerned about a company’s values than the general public


B2B buyers are much more concerned about a company's values than the general public

B2B marketers take note: 72% of your buyers say they are more likely to buy from socially responsible businesses, according to a recent survey. That’s 17 points higher than the general public. 

Additionally, 48% of B2B buyers say they’re “much more likely to” buy from these firms, compared to 29% of consumers. There’s a big gender gap on this among the B2B population, but not the one you might expect: 57% of men are in the “much more likely” group, compared to  35% of kvinnor, according to the American Marketing Association-New York “Future of Marketing” study. 

Läs nästa: What are diversity, equity and inclusion, and why do marketers need them?

These folks are more than willing to put the company’s money behind this: 73% say they don’t mind if it costs them more. We’re not talking just a slight increase, either. Some 38% would pay prices more than 10% higher and 17% would be OK with an additional 25% or more. This is a considerable difference from the general public where the numbers are 23% and 10% respectively.

Furthermore, the bigger the purchase, the more buyers who respond strongly to brand purpose. Only 35% of those whose last purchase was under $10,000, are in the more likely to buy group. That group expands to 54% of those who spent between $10,000 and $100,000, and 62% of those whose last buy was over $100,000.

Most important issues

The most important issues for buyers:

  • Being a good employer (34%).
  • Corporate citizenship (27%).
  • Sustainability and environmental protection (24%).
  • Racial equality (23%).
  • Workplace diversity (23%).
  • Protecting voting and democracy (22%).
  • Kvinnor’s rights (15%).
  • Criminal justice reform (13%).
  • LGBTQ+ issues (10%).

Workplace diversity is considerably more important to B2B buyers than the general public (23% to 15%). 

While the current group of B2B buyers looks like it usually has, that’s very likely to change. Right now the average corporate buyer is mostly under 40 (65%) and male (60%). However, kvinnor make up 53% of the under-30s (as well as 56% of the over-50s). They’re also in the majority at companies with fewer than 50 workers (59%) and those with more than 5,000 (54%). 


Varför vi bryr oss. The title of the study is “The new B2B: Omni-channel, tech-friendly and woke.” However one cares to define that last word, it is not one usually associated with B2B. That’s very important for focusing marketing and for the world at large. For marketers it means making sales and the C-suite understand that all of the business’s actions have an impact on the bottom line. For the rest of us it means there’s a powerful market force pushing for greater corporate responsibility.

Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.


Om författaren

Constantine von Hoffman är chefredaktör för MarTech. En veteranjournalist, Con har bevakat affärer, ekonomi, marknadsföring och teknik för CBSNews.com, Brandweek, CMO och Inc. Han har varit stadsredaktör för Boston Herald, nyhetsproducent på NPR, och har skrivit för Harvard Business Review, Boston Magazine, Sierra och många andra publikationer. Han har också varit en professionell ståuppkomiker, hållit föredrag på anime- och spelkongresser om allt från My Neighbor Totoro till historien om tärningar och brädspel, och är författare till den magiska realistiska romanen John Henry the Revelator. Han bor i Boston med sin fru Jennifer och antingen för många eller för få hundar.


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