Political marketing

1. Political Marketing Analysis: Trump’s
Electoral Marketing in 2016 Elections

2. Contents
Abstract.............................................................................................................................................3
Why Donald Trump’s political marketing is the best? ...........................................................................3
Voter targeting:...............................................................................................................................4
Framing of message:.......................................................................................................................4
Trademark:.....................................................................................................................................4
Marketing tools:..............................................................................................................................4
Field activities:...............................................................................................................................4
Partisan organization:......................................................................................................................4
Importance of electoral marketing........................................................................................................5
The extensive use of social media ....................................................................................................6
YouTube ........................................................................................................................................6
Trump’s election campaign .................................................................................................................7
Trump’s electoral marketing................................................................................................................8
Trump’s strategy ................................................................................................................................9
Social media marketing by Trump .......................................................................................................9
Trump’s Facebook Campaign. ...........................................................................................................12
Trump's presidential campaign ..........................................................................................................14
Conclusion.......................................................................................................................................15
References .......................................................................................................................................16

3. Political Marketing Analysis: Trump’s
Electoral Marketing in 2016 Elections
Abstract
Political showcasing is an energizing new territory. This paper delivered throughout the most
recent decade has been spearheading in demonstrating the relevance of promoting electoral
marketing campaign. Maybe one of the most-clear instances of political computerized promoting
in ongoing history is Donald Trump's advanced campaign. Though it was surely disputable,
nobody can deny the new US President's movement was incredibly compelling. Many even case
it won him the political decision. Notwithstanding, this article contends that the field now needs
to move an alternate way on the off chance that we are to arrive at political advertising’s
maximum capacity. Political showcasing needs a thorough methodology: it tends to be applied to
party-appointive conduct as well as assemblies, nearby government, the media, and public
administrations, with the two ideas and procedures from advertising and comprehension from
political theory writing just as the board examines. The article, subsequently, outlines the course
to be taken to arrive at the finish of the rainbow and the pot of gold that the political advertising
field possibly offers.
Why Donald Trump’s political marketing is the best?
Donald Trump during the US Presidential elections showed the world how to use Digital
Marketing to improve the perceived image amongst the targeted voters or customers. He raised a
total of $957.6Million as compared to Hillary Clinton’s $1.4Billion until 31st Dec 2016. He
spent less than half amount of campaign funds on the television or traditional marketing tools.

4. He allocated almost 3 times the funds allocated by Clinton on Digital Marketing and a
considerable chunk of it went to Facebook. This social media marketing strategy gave him an
edge over his competitors; this makes his political marketing strategy important and interesting .
Here are the key points of his political marketing campaign.
Voter targeting: Trump targeted the youth and the Native Americans in his election campaign.
Framing of message: Trump’s campaign rallies are not the norm but they really aren’t that
unique. His rallies are compared to George Wallace’s rallies 50 years ago or even to Hitler’s.
These types of rallies are used with a focus on an ‘enemy’, the US vs. them. The energy is used
to feed on that bitterness and divisiveness and to put a theme to that hatred and anger.
Trademark: Make America Great Again, a political slogan used by Donald Trump during his
American presidential campaign.
Marketing tools: Social media marketing, digital marketing, and tools were used by him. His
main focus was on Facebook and Twitter.
Field activities: Trump is a businessman and an entrepreneur. He has an established business
having various multinational companies.
Partisan organization: Trump’s party has raised $25m, however just $7.5m is from singular
contributors. Wellbeing experts and realtors are the most dynamic givers. His political campaign
was mostly self-funded. Trump was trying to get the support of just a select group of Americans,
mostly Caucasian males, and this campaign is very useful for him to reach this audience. He has

5. tried to reach these before by owning parts of various Beauty Pageants (Miss USA, Miss
Universe, Miss Teen USA) which also gave him a chance to be among a lot of pretty women.
Importance of electoral marketing
Electoral marketing is the marketing campaign run by different election candidates. This type of
marketing involves all types of typical and digital marketing methods. Mostly just to see how the
candidate handles stress and expectations. It used to be more important when American
politicians had more fundraising limitations and had to produce good laws instead of just glad-
handing supporters. Now, nobody has candidates that the voting public likes because both parties
and 97% or more of lawmakers exist only to serve big donors and ceased to even try for voter
based policies other than by lies and lip service decades ago. The campaign now exists to force
an urgent and infinite need for big-time funds for the parties so that the right people can buy both
parties forever with little interference from hapless voters. All the world can gawk at the visible
corruption like the Georgia senate race where mega millions were blown to get a person a
$190k/yr job that requires them to buy a house in DC and travel frequently. Nobody ever does
anything like that for good reasons. Americans love fundraising so much that 97% of American
voters will and have voted major party unconditionally forever, knowing it can only bring
revolution and more corruption. Most congressmen tell me almost nobody in their entire state
has ever complained to their own party about fundraising being corrupt. Most states have never
had any independents in a party system that produces ACA and Trumpcare as the best that can
be done .

6. The extensive use of social media
Social media has clearly been the winner in this case. Political parties have been relying heavily
on to reach out to their target audience, that is, the regular junta, in a very convenient and cost-
effective way. Social media is being used by many, or so to say, almost everyone in any country.
Thus reaching out to this wider audience is extremely easier. 2016 US official political decision
has been delegated as the "social media political decision" (as it denotes a defining moment in
political crusading. Facebook, Twitter, Instagram, Snapchat were a portion of the central
members of the political race. Throughout the long term, we have seen a change in the political
scene . Advanced improvements host driven political gatherings and the possibility to rebuild
their correspondence and concentrate on online mission exercises. Social systems administration
destinations and social media stages have changed the method of political correspondence.
Social media is an "advanced multi-way channel" that can contact a wide crowd advantageously
and rapidly. In the present social media biological system, people and associations have endless
occasions to collaborate with their partners ); this is additionally important inside the political
scene, where lawmakers have started to speak with general society on a more close to home
level.
YouTube
Using video ads and campaigns have always been the go-to option of every political party.
YouTube has been the favorite of so many out there, and people easily get influenced using such
visually attractive platforms .

7. Trump’s election campaign
The very fact that the Clinton campaign vacillated among three different slogans and Trump had
one focused and simple one. Trump’s campaign was single-minded. Hillary tried to be all things
to all people. Another of her multiple slogans actually resonated. Trump’s slogan played to the
desire of millions of voters to return to America. Many were confident in themselves. Who’s
more important, believed in itself and was not embarrassed to say that America is great. This is
in contrast to the Democrat party in general, which constantly presents in America in need of do
you perform .
Typical of that was Obama’s call for “fundamental change” to a country that actually needed to
return to its fundamentals. The GOP once again offered up a weak slate of candidates, none of
whom were particularly appealing to the primary voters. Trump has capitalized on fault lines in
the Republican and, to a far lesser degree, the American electorate. There are disaffected voters
who feel they have been left out of the political process. Of course, this is to some extent true
because the GOP has been exploiting working-class voters for a very long time, saying they (the
GOP) are tending to working-class interests when in fact, they have steadily helped to
redistribute wealth from working and middle-class Americans to those who are wealthy. The
Republican fueled tax policies since Reagan have steadily degraded the relative income and
wealth of non-wealthy Americans to the extent that there has never before in the history of the
United States been such a dramatic concentration of wealth in the hands of so few. In his
campaigns, Trump speaks to the anger and fear of those who recognize that they are not better
off. Unfortunately, while he speaks the language of populism on the campaign trail, his proposed

8. policies are pretty much the same regressive Trickle Down principles that have been growing
income discrepancies for decades .
“Make America Great Again”
Trump’s slogan seems to influence the youth through digital media campaign.
Trump’s electoral marketing
Trump is great at marketing. He has effectively monopolized and manipulated the media by
consistently saying and doing outlandish things that the media love/hate. They disdain much of
the tone and content of what he says, but they know his drama sells media products, so they fall
over themselves to give him publicity, which boosts his visibility and ultimately his popularity.
His outrageous and often offensive quotes and tweets win certain voters but also increase public
awareness of Trump . Perpetuating Republican campaign strategies from the past several
decades, Trump has identified particular voting blocs who respond strongly to wedge issues. For
example, he has self-consciously appealed to the racist vote and has assiduously avoided
alienating the racist vote by saying racist things from time to time and by steadfastly refusing to
denounce the support he has received from former KKK leader David Duke and other racists.
Likewise, his realistically untenable positions on illegal Mexican immigrants, Muslim
immigrants, and Islamic practitioners in the USA have won him unwavering support from blocs
who are fearful of Muslims . Trump’s bravado, braggadocio, and his seeming willingness to say
just about anything appeal to many, and he have developed a Cult of personality. There are, at
this point, perhaps, millions who are ready to overlook a great many significant flaws and

9. weaknesses in Trump as an appropriate presidential candidate because of their, if not blind, at
least their visually-impaired dedication to his candidacy .
Trump’s strategy
Trump’s campaign really resonated with the Rust Belt States and Middle America. Over the past
few decades, industry workers saw their jobs being shifted overseas or automated. A way of life
that families had enjoyed for generations was quickly slipping away, and they were feeling left
behind. Trump’s anti-immigration, and protectionist rhetoric, of rebuilding Middle America and
keeping and growing jobs on American shores energized these working-class voters who loyally
rallied behind Trump to protect their interests .
Any publicity is good publicity. It was estimated that Trump received the equivalent of US $3
billion in free advertising from the media coverage of his campaign. Getting so much attention
helped him get ahead of a number of his rivals in the Republican primaries and certainly meant
that he was never out of voters’ minds during the election. 2016 was a year of an anti-
establishment populist wave. 2016 was the year of Brexit, Rodrigo Duterte’s win in the
Philippines, an impeachment in South Korea, and a referendum that ousted the establishment in
Italy. It was a year of political upsets and right-wing wins, and Trump rode that international
momentum to victory .
Social media marketing by Trump
Trump might not be a political genius, but he isn't stupid either. He's more of a business genius,
which is exactly what this country needs, for it has been this political generosity that got us in
this trouble. Our politicians have been opened the tax payer's wallet for every country, ever since

10. WWI, where they have thought that rebuilding everyone else's country was so important as if
they were buying friends. The problem is the only country that has ever paid the US back was
Japan, and the other's just seem to expect it from the USA now to shovel out whatever they
might need, and the politicians of both sides have just been skimming off the top as they wish .
Now we have a President that can't be bought, scared, or blackmailed and all he wants to do is
restore this country to its former glory, which includes our safety, our nation, our justices, all
while at the same time bringing the people back into sync and grow the patriotism in our citizens
of the country. He might not be politically correct in his speech as all these pill hill types might
like, but he comes across as more of a common man, and more and more people answer to his
directness then someone standing on a stage and saying a lot of words and not actually saying
anything. You heard the type if you caught any of the Congressional hearings of Hillary and
Comey, the rest all took the 5th, and that was about all they said. They might have said it all in
different ways and manors, some with more words in them than others, but it all amounted to the
same.
Where a businessman is more on the line of a cool level headed, calculating mind that weighs all
options, alternatives, and possibilities and then tries an get the other politicians to open their
wallets for a change. I've thought that this country has needed a smart businessman in the WH
for a long time, ever since they have started running it like a charity, a fund, and a business. This
is what gave Obama such a perfect opportunity to defraud and embezzle so much out of this
nation's treasury, funds, treaties, and charities, taking a calculated 6-8 trillion dollars with him.
This is a low ball calculation; course, much of it went to Soros and the Clinton Foundation and
everyone else that had their fingers in the pie, too.

11. So far, with that cut in the funds to the UN, Trump and his oversight committees have been able
to bring back under my calculations, from what I've heard, read, and watched, it should be a bit
over $1 trillion back into the treasury and to the people. A man that can come into a business or a
country and bring back a million jobs, billions in revenue, and even cut and save the nation a
trillion in wasted and over expenditures in his first six months. He has completed 12 of the 20
promises that he made as a candidate, all while half of the congress is calling for impeachment,
dragging their feet, hiding from the Muslim/liberals/Dem; he also has traitors on his side that
have been there for years, all with an admin filled with moles, spies, and outright traitors .
What surprises me is that we are paying these Dem Senators 6 figure salaries, and all they want
to do is scream and shout about an election that is over, but they don't want to go to actual work.
These are our representatives in the government and should be offering their insight and
opinions, not just banning everything that comes out, just because they hate the President
personally or impersonally for something they heard he say or think he of him.
Donald Trump during the US Presidential elections showed the world how to use Digital
Marketing to improve the perceived image amongst the targeted voters or customers. He raised a
total of $957.6Million as compared to Hillary Clinton’s $1.4Billion until 31st Dec 2016. It was
sure that Clinton was winning the funding game. This funding was used for travel, staff and
mostly advertising. She almost spent $200Million on just TV advertisement whereas Donald
Trump spent less than half of that on TV. So, where did Donald Trump spend his money? The
answer is Facebook; Trump allocated almost 3 times the funds allocated by Clinton on Digital
Marketing and a considerable chunk of it went to Facebook.

12. Further analysis of time spent on social media gives us insight that a social media user is
spending almost 1/3rd of his/her time on Facebook. That provides Facebook a vast potential to
host advertisements. Trump used dark Ads by Facebook as a weapon to penetrate into the minds
of voters. Dark Ads are the ads that can be seen only by the targeted audience in their news and
are not visible on publishers timeline. On Facebook, we can narrow down our target audience
based on the behavioral aspects of individuals. It means that thousands of Dark Ads can be made
to target a different type of voters at the same time for the same message conveyed in different
ways and styles.
On the day of the third presidential debate in October 2016, Trump’s advertising team ran
175,000 variations of the same message suited for different types of Audiences. Gary Coby,
director of advertising at the Republican National Committee, who worked on Trump's
campaign, calls this approach "A/B testing on steroids." Because of this targeted advertising,
Trump won Michigan by just under 11000 votes, and there were many other states which were
won by a small margin.
So, we can say that yes, the digital marketing strategy of Trump was successful and flip the
result in his favor. The case of Trump gives a lesson for all the brands in the market that they
should start moving towards digital marketing, especially the small brands that don’t have deep
pockets to advertise on traditional media platforms like the TV and newspaper.
Trump’s Facebook Campaign.
The mission started with a $2 million interest in Facebook advertisements. He transferred the
names of Trump allies first, and discovered them on Facebook. At that point he focused on other

13. people who shared things practically speaking with them, for example, action or socioeconomics.
These "Copy Audiences" were critical to the mission's prosperity. Be that as it may, different
kinds of substance, including a huge number of various focused on website pages, likewise
assumed a job. Altogether, Trump's computerized group produced or made more than 100k+ bits
of exceptional substance.
Yet, Trump actually needed more extended votes to win. Things took an enormous turn over the
most recent couple of long stretches of the political race, in any case, bringing him triumph. On
account of some senior individuals from the President's group, we presently know precisely how
he did it - by focusing on young ladies and African Americans with $150 million dollars in
Instagram and Facebook promotions in the weeks going before the political decision.
Trump's group conveyed its custom data set, codenamed Project Alamo, which highlighted
definite personality data for 220 million Americans and contained around 4,000 to 5,000
individual information focuses about the on the web and disconnected existence of every
individual. (Supposedly, this information base keeps on existing today). Utilizing this abundance
of information, Trump's group executed a mass advanced advertisement mission to debilitate
Hillary Clinton upholds from casting a ballot over the Facebook Audience Network, Facebook,
Instagram, and Facebook information specialist accomplices. "We have three significant citizen
concealment tasks under way," a senior Trump official disclosed to journalists from
BusinessWeek, "They're focused on three gatherings Clinton needs to win overwhelmingly:
hopeful white dissidents, young ladies, and African Americans."
A portion of these advertisements are said to have been conveyed by means of Facebook "dim
posts" — nonpublic paid presents indicated distinctly on explicit clients to abuse strict and racial

14. contrasts. This is the place where it gets precarious. A large number of these kinds of
promotions, similar to the one demonstrated as follows, were apparently made by the Russians to
subvert the political decision and advantage Trump.
Numerous promotions were apparently made by the Russians to sabotage the political race and
advantage Trump. When inquired as to whether "counterfeit news" promotions won Trump the
political race, Facebook originator Mark Zuckerberg at first excused the allegations, however
later he changed his tune, expressing, "After the political race, I said something that I thought the
thought deception on Facebook changed the result of the political decision was an insane
thought," Zuckerberg stated, referring to a past disavowal that Facebook might have impacted
electors. "Calling that insane was contemptuous and I think twice about it. This is too significant
an issue to be pretentious."
Altogether, the Trump lobby spent about $70 million per month in promotions, substantially
more than its Democratic adversary Hillary Clinton. What's more, for this situation, we accept
computerized advertising truly had any kind of effect in the very close last vote. On Election
Day, Democratic turnout was shockingly feeble, especially among inconsistent and first-time
electors in important milestone states.
Trump's presidential campaign
There's one key name behind Trump's computerized showcasing effort: Parscale. Brad Parscale
is the organizer of the Giles-Parscale office and CEO of Trump's advanced endeavors. The full
Trump advanced group was settled in San Antonio and included 100 staff members, going from
publicists to web engineers and information researchers, among other sets of expectations.

15. Working personally with Trump as one of his internal circle, Parscale was one of the not many
individuals permitted to tweet from the President-Elect's own Twitter account,
@realDonaldTrump.
He had little involvement with elevating political up-and-comers preceding Trump, however, this
clear deficiency permitted him to move toward it as though it were an ordinary B2C
computerized crusade. "we generally can't help thinking about why individuals in governmental
issues act like this stuff is so mysterious," Parscale says, "It's the equivalent thing we use in
business, simply has fancier names." With the huge measure of Facebook and email gifts, the
division of the computerized tasks was the Trump lobby's biggest wellspring of subsidizing.
Conclusion
Clinton’s campaign suffered due to issues of likeability and elitism. Whether deserved or not,
ever since her husband first campaigned for president in 1992, she has accumulated a lot of
political dirt, and her reputation was brought down by scandals. Further, there were questions of
political dynasties in America. Were she to win the election, the presidents of the last few
decades would be Bush, Clinton, Bush, Obama, Clinton. It was a year of change, and voters
didn’t want to buy into an unpopular candidate or a political dynasty.
Clinton’s campaign came across as negative and condescending. She brandished Trump
supporters as deplorable and endorsed ridiculing anyone who didn’t support her. This was not a
strategy that was going to win votes in key states, and a message that added to a lot of voters
feeling left behind.

16. Bernie Sanders would have certainly contributed to a weakening of the Clinton campaign.
Sanders had a strong run in the Democratic primary and upset a lot of people when he lost the
nomination . He ran a campaign that was effective in key states and aided by free media
coverage and a year of strong anti-establishment sentiment. His opponent had issues of
likeability, ran an arguably condescending campaign that alienated voters in key states, and was
weakened by a strong primary challenger.
References
Baudry, Pierre. "Quand Des Leaders Populistes Utilisent Les Organisations Internationales À Leur
Avantage: Le Cas De Donald Trump Et Des Dirigeants D’alternative Für Deutschland." Politique
americaine,no. 1 (2020): 79-100.
Belin, Célia, and Paul Zajac. "Le PartiDe Donald Trump." Le Débat,no. 1 (2018): 11-21.
Bickart, Barbara,Susan Fournier, and Martin Nisenholtz. "What Trump Understands About Using Social
Media to Drive Attention." Harvard Business Review (2017): 1-7.
Billard, Thomas J. "Citizen Typography and Political Brands in the 2016 Us Presidential Election
Campaign." Marketing Theory 18,no. 3 (2018): 421-31.
Corn, Tony. "Donald Trump Et Le Retour De L’histoire." Le Débat,no. 1 (2018): 51-67.
Cornfield, Michael. "Empowering the Party-Crasher:Donald J. Trump, the First 2016 Gop Presidential
Debate,and the Twitter Marketplace for Political Campaigns." Journal of Political Marketing 16,
no. 3-4 (2017): 212-43.
Dominick, Joseph R. The Dynamics of Mass Communication: Media in the Digital Age. Tata McGraw-
Hill Education, 2010.
Enli, Gunn. "Twitter as Arena for the Authentic Outsider: Exploring the Social Media Campaigns of
Trump and Clinton in the 2016 Us Presidential Election." European journal of communication
32, no. 1 (2017): 50-61.
Joye, Hélène, and Cougnon Louise-Amélie. "Analyse Linguistique Des Tweets De Donald Trump En
Campagne Électorale."
Lock, Andrew, and Phil Harris. "Political Marketing‐ Vive La Différence!". European Journal of
marketing (1996).
O’cass,Aron. "Political Marketing and the Marketing Concept." European Journal of Marketing (1996).
Ott, Brian L, and Greg Dickinson. The Twitter Presidency: Donald J. Trump and the Politics of White
Rage. Routledge, 2019.
Peterson,James. "American Foreign Policy Strategies toward the Asia-Pacific: Political Patterns and
Future Expectations." Central European Journal of International & Security Studies 12,no. 2
(2018).
Safiullah, Md, Pramod Pathak, Saumya Singh, and Ankita Anshul. "Social Media as an Upcoming Tool
for Political Marketing Effectiveness." Asia Pacific Management Review 22,no. 1 (2017): 10-15.