With 8 years in marketing and 3 years focused specifically on crypto, I watched Trump’s recent win closely, analyzing it through a marketing lens. This victory wasn’t just about politics; it was a masterclass in targeted marketing. Here are some specific strategies that struck me, and I’d love to hear what you think about them.
💪 1. Microtargeting & Audience Segmentation:
Trump’s team didn’t aim to be universally liked. Instead, they focused on deep segmentation, using tools like Facebook’s Audience Insights and Google Analytics to reach specific voter groups who felt alienated by mainstream politics. They crafted messages that resonated deeply with each audience, especially using Facebook groups to nurture a sense of “us vs. them.” In marketing, we know the power of segmentation, but here, it was taken to the next level—personalized messages reinforced echo chambers, making supporters feel seen, understood, and validated.
🤑 2. Viral Content & Memes as Vehicles for Ideology:
Instead of traditional ads, Trump’s campaign invested heavily in meme marketing and viral content. Platforms like TikTok and Twitter were filled with user-generated memes that portrayed him as a rebel against the establishment. This wasn’t just organic; the campaign seeded content that was meant to go viral, aligning with Gen Z and Millennial humor while carrying underlying messages that built loyalty. In crypto marketing, we see memes driving interest and loyalty too, but should we question where these messages lead, and at what cost?
💪 3. Controversial Content that Exploits Algorithms:
It’s no secret that algorithms reward content that drives engagement, and controversy does just that. Trump’s team leaned into this, creating “trigger content”—posts and ads that sparked outrage or intense support. Every share, comment, or reaction further amplified his reach. This is something I’ve seen used in crypto to polarize traditional finance audiences, but it raises a question: are we using people’s emotions for clicks, even if it divides or misleads?
🤑 4. Retargeting Campaigns & Real-Time Data Analysis:
Finally, they used retargeting with precision. Anyone who engaged with campaign content online was promptly retargeted with similar messages across platforms. This constant reinforcement created a loop, making it difficult for followers to escape Trump’s messaging. The constant flow of tailored content helped to convert mild supporters into committed followers.
The Takeaway for Us Marketers:
Trump’s campaign blurred the line between engagement and manipulation. While we admire the efficiency, it poses a real question for us in marketing—Are we accountable for the impact of our tactics when we prioritize reach and engagement over responsibility? When do we stop optimizing for clicks and start considering the broader impact?
So, where do you stand on this? Should marketers have a code of ethics that limits strategies, or is all fair in the battle for attention? Let’s discuss.
