When I started out in advertising, no one looked to political advertising as a hotbed of innovation. Political advertising was something like a backwater — a place for the rushed and inefficient implementation of tactics pioneered elsewhere. It’s no wonder that there’s now so much cross-pollination between political advertising and brand marketers. Trump’s win is the death knell for mass marketing: This is the age of mass personalization, and the Trump campaign capitalized with the type of precision and efficiency that marketers aspire to across every product category. Whatever your feelings about Donald Trump, give him his due: His team used the latest advances in data targeting to achieve a stunning victory that few predicted.

Source: Forbes February 08, 2018 20:03 UTC