NMPi's Head of Strategy, Damien Bennett, takes a look out how Trump won the US election over Hilary Clinton with a significantly lower marketing budget. Exploring reaching the right person, at the right time and place with the right message using digital marketing.

1. How to Maximise Your Digital Marketing
Budget
In an Increasingly Competitive Environment
Damien Bennett Director of Business Strategy
@damiennmpi

2. 1
Say hello to the next
President
of the
United States of America

3. 2
How did this happen?

4. 3
Source: Fec.gov, opensecrets.org
Presidential Campaign Spending (Millions)
$250
$600
Trump Clinton
140%
What do the numbers look like?

5. 4
Right People Right Place Right Time Right Message

6. 5
Right People
% Vote Change Vs 2012

7. 6
Michigan Ohio Florida
Source: New York Times
Right People

8. 7
Right People

9. 8
207
489
Trump Clinton
Field Officers in Florida
136%
“He didn’t use the ground game in the primary, and now he’s not
going to use it in the election, and is arrogant enough to think he
doesn’t need it.”
-Steve Kerrigan, CEO of 2012 Democratic National ConventionSource: 538
Right Place

10. 9
15.2
11.1
Trump Clinton
Twitter Followers (Millions)
14.8
9.4
Trump Clinton
Facebook Followers (Millions)
37%
57%
Source: Twitter, Facebook
Right Place

11. 10
7th October 2016Right Time

12. 11
Source: CNN Exit Poll
60%
13% 12%
6%
8%
Before September In September In October Last week Last few days
When did you decide who to vote for?
Right Time

13. 12
Right Message

14. 13
Source: CNN Exit Poll
36%
63%
Good Poor
What is the condition of the national economy?
15%
39%
21%
20%
Cares about me Can bring change Right experience Goog judgement
Which candidate quality mattered the most to you?
Right Message

15. 14
What can we learn from Trump?

16. 15
This is our Hillary…
The establishment
Big budget
Half of the nation will love it
Half will be fed up with it

17. 16
Right People Right Place Right Time Right Message

18. 1717
Right People, Right Place
Creativity
Data Intent
B
Being customer centric
A
Innovative use of technology
C
Extending reach and opportunity

19. 18
Using Data to Reach Cotswold Outdoor’s
Audiencejackets
3rd Party Data
• Gender
• Age
Stage 1
Stage 2
Stage 3
Powered by:
3rd Party Data + 1st Party Data
• Gender
• Age
• Customer data
3rd Party Data + 1st Party Data + Technology
• Gender
• Age
• Customer data
• Weather

20. 19
Source: Google Trends
When should you start advertising for Christmas?
Right Time
Search Interest for Christmas Gifts (2015)
15th December1st November

21. £
20
Becoming Aware
Researching
In-Market
Re-engagement
Right Time (of the Customer’s Journey)
• Reach
• Brand search uplift
• Ad Recall
• Social engagement
• New visitors
• Cost Per New Visitor
• Bounce rate
• Time on site
• Pages viewed
• Revenue
• ROI
• Store visits
• Per session value
• Lifetime value
Customer Stage KPIs

22. 21
Segment your audience and tailor your messaging
Right Message
• Messaging
• Ad format
• Device
Data Sources Channels Creative

23. 22
Dynamic creative allows advertisers to be ultra-reactive to audience trends
Right Message
Python JavaScript Unity 5 Hadoop

24. 23
TVTY
Technology can be used to amplify other channels
Right Message
X
Powered by:

25. 24
Our 5 Rules
1. Exhaust targeting possibilities
2. Challenge conventions
3. Don’t treat audiences like clones
4. Promote agility
5. Use technology to enhance activity
Thanks!
@damiennmpi
@nmpi_digital