Multi-platform voter outreach will be a vital campaign tactic during the 2022 election cycle. Find out how it delivers results and the three critical success factors for applying it to your campaign.
As everyone gears up for the 2022 political cycle, most campaigns already have their candidates and basic platform messaging in place. Over ten million voters have already cast ballots in primaries across the country.
Now, campaign teams are trying to predict which new tactic will be this year’s “bright, shiny object.” What innovation will give candidates the edge throughout the 2022 races?
Bright, shiny objects that have won the day in previous campaigns have included mega-rallies, email automation, targeted text messages, social media cohort farming and dollar-a-day fundraising. The question for 2022 is “what’s next?”
In recent elections, the trend has been toward digital outreach to gain the upper hand. Whether it’s social media or connected television (CTV), online campaigning has driven on-the-ground success in tight races.
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Front Runner for Best New Tactic in 2022
Multi-platform voter outreach appears to be a front runner for the best new tactic in 2022.
In this election cycle, campaigns will be able to seamlessly display their messaging simultaneously on multiple online platforms. Today’s electorate is hyper-connected so it’s vital for campaigns to reach as many unique voters as possible. Wherever qualified voters are digitally, whether online, in the inbox, or increasingly on streaming television, campaigns will connect with them via several unique platforms throughout the 2022 election cycle.
This multi-platform approach enables messaging to reach a significantly larger audience than candidates could expect through any one platform. Every time campaigns add a platform, they increase their reach to unique voters.
At the same time, multi-platform voter outreach mitigates campaign risks. If a fundraising effort or get out the vote (GOTV) strategy on one channel doesn’t pan out, the exposure is less damaging for the overall campaign effort.
No campaign wants to be outflanked by their opponent. GOTV successfully means reaching the right voters, at the right time, at scale. If your campaign isn’t making the most of voter outreach across digital platforms, your competitors almost certainly will be.
Three Critical Success Factors for Multi-Platform Voter Outreach
There are three critical success factors that will drive successful multi-platform voter outreach in 2022. The first is timely access to accurate voter data. This will be critical this year with redistricting taking place in states across America. Officials are likely to take some time before they make their final decisions public.
Campaigns need to ensure they are tracking and updating their districting data based on reapportionment decisions. They’ll be analyzing voter registrations, donations, activism, and issues preferences the instant state authorities announce new boundaries. The pace of campaigns in 2022 will be faster than ever before.
Campaigns will need to respond just as quickly and nimbly as their opponents. The key will be working with accurate and timely voter data. Sound data enables teams to accurately reach more qualified voters on digital devices as well as gives greater insight into the best messaging for approaching potential supporters.
The second key factor for campaign success in 2022 will be fundraising and GOTV efficiency across platforms. Cutting-edge campaigns will be onboarding and activating their voter data holistically across CTV, Display Social, and other targeted platforms.
Thirdly, voter targeting and frequency capping across platforms will be essential this time around. Multi-platform voter outreach gets expensive if it isn’t well managed.
Frequency capping helps contain these costs. This entails setting the number of times systems display messages to a specific person over a specified range of time.
Using multi-platform frequency capping, campaigns will be accelerating their reach to more unique people. This will keep costs inline by preventing campaigns from bidding against themselves. When voters reach their frequency cap, systems will automatically serve them new messaging on all platforms.
Campaigns change by the minute and they’re always full of surprises. Still, multi-platform voter outreach is a safe bet to be 2022’s bright, shiny object. It will provide the response, efficiency and economy that campaigns need in this new electoral environment.
Campaign professionals looking to improve reach, contain costs, and measure audiences across platforms owe it to candidates and voters to explore multi-platform voter outreach. There’s still time to implement the technology and capitalize on its benefits during this election cycle.
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