Trump

Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.

Heather Fletcher is senior content editor with Target Marketing.

Marketing moves to where consumers convert, so political ads are moving in droves to Facebook. When I wrote “How Trump Won” in January 2017, the Trump campaign’s digital director credited Facebook as the fundraising powerhouse. Last week, The New York Times’ headline was “How Trump Is Outspending Every 2020 Democrat on Facebook.”

The January marketing calendar in New York has included for the past decade or so a certain can’t-miss event of the Direct Marketing Club of New York. In 60 fly-by minutes, 100-plus advertising and marketing professionals hear a review of the previous year in marketing spend, a media outlook for the current year and macro-economic trends driving both.

For a lot of verticals, Facebook users are Ground Zero for research, predictive modeling and targeted marketing. Scientists and marketers are worried that the social network’s scandal may have fallout that impedes their access to user data that they then use for healthcare marketing and other efforts.

For now, Facebook is losing advertising revenue in the low seven digits as Mozilla “presses pause.” This may be the beginning of an exodus of marketing money from the social media giant and, perhaps, of users scared of their private data being used in ways they don’t like. But is it?

About 82 percent of consumers who call themselves liberal find it credible when brands take political stands, and 78 percent of them want the marketers to do so. Far fewer conservatives want the same. These recent research findings fly in the face of common wisdom, that marketers who take political stands will see sales plummet.

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