Tuesday, November 8 will signal the culmination of one of the most unprecedented presidential elections.
With over 200 million people registered to vote, an all time in the history of the U.S., this election has gained serious worldwide attention – with the nation waiting with bated breath for the results next week.
According to historical data, political ad spend increases in the last month and week of the election. Either way, candidates at every level have already invested significant dollars into traditional and digital advertising, including marketing in email with LiveIntent.
Some of those paid media tactics include driving sign-ups, and amassing email addresses that can be used to reach voters with campaign messaging and drive donations. In this recent article, VentureBeat highlights how campaigns can leverage these email addresses to create the basis of modern media empires, long after the election is settled.
The media empire of the future won’t be confined to TV, to Facebook, to streaming video or to any one outlet. More and more, established media companies are discovering that they can no longer rely on readers coming to their websites and are instead having to work with Facebook and Google through new features like Facebook Instant Articles and Google Accelerated Mobile Pages (AMP). However, the problem with these platforms is that it forces the publisher to relinquish control to Google and Facebook, losing audience data and monetization opportunities in the process. Email provides a push medium that is naturally cross-device, in a channel where people spend 6.3 hours a day (6X that of Facebook), giving the publisher complete control.
But even beyond the media itself, to build an empire you must be able to hold the attention of your audience. No matter how charismatic or controversial a character, for any politician, holding an audience’s attention after the election is over will be incredibly hard. People lose interest, and go back to their daily lives. For a modern media empire to survive, it needs to focus on reaching these people, not just devices, everywhere they are paying attention.
To do this, tomorrow’s media moguls are taking a page from today’s brands by reaching new audiences and developing their own audience, irrespective of device, through the email address.
Email addresses unlock the cross device world. They are the rare pieces of deterministic data that can drive cross-channel conversions, revenue and engagement by targeting logged-in audiences, reaching people with more relevant messages across all media, including Social, Video, Email and Search.
The power of the email address should never be underestimated. That future of marketing to people rests on grappling with a world of proliferating devices and divided attention. The future solution means leveraging a tool to connect with the customer wherever they are paying attention.
Guess what? Email is already there.