With election 2020 fast approaching, brands are starting to adjust their marketing plans to prepare for ‘the change in the consumer’s mindset’ to ensure their brand remains front and center. During the presidential election, consumers are distracted. The advertising marketplace is cluttered with campaign advertisements and consumers are constantly monitoring their mobile devices to check for the latest updates. With the election being top of mind and the closer we get to election day, spending decreases which poses a challenge for marketers. Epsilon’s Abacus Cooperative database offers proprietary insights into how presidential elections affect spending before, during and after the ‘big day’. We’ve reviewed the actual spending data from the past two elections that will help guide planning for election 2020. For example, during the 2015-2016 election season, sales dropped 9% weeks prior to the election, regardless of party affiliation – Democrat, Republican and Independent.
Although digital has been a significant part of shopper marketing for a few years now, connecting with customers digitally on an individual, one-to-one level has been a challenge for the industry. Why? Because most of the data comes in the form of "audiences" and "segments," not individual journeys.