Tuesday, February 24, 2015

Digital Tool Aids Low-Dollar Campaigns on Right

For just $500, a local, small-budget campaign can now use targeted digital marketing, once a campaign weapon wielded only by big-budget political rivals. Targeted Victory, the digital political marketing firm that recently helped Greg Abbott become the new Texas governor, has joined with Facebook Ads to create the Targeted Engagement platform, and is making it available to any campaign with $500 and a right-leaning agenda, reports Direct Marketing News. The new platform combines internal and external data on likely Republican voters and donors, and then uses modeling to optimize media mixes. The minimum cost is $500, although campaigns will probably need to spend more like $10,000 to really leverage the power of the platform, per Targeted Victory co-founder Michael Beach. Beach explained to DM News, "With a lot of our senatorial candidates last year, we found that we could reach 75% of target audiences on Facebook. This is a powerful tool, because it allows you to compete with smaller resources. On TV, they're missing about 30% of possible voters." The Targeted Engagement SaaS platform targets across desktop, mobile and TV, while its Facebook upgrade adds the ability to post images, links and videos with no minimum buy. See the DM News report at http://www.dmnews.com/getting-elected-just-got-cheaper/article/399071/

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