Audience intelligence separates the greats from the guessing. And there’s no room for guessing in the hyper-sensitive, potentially inflammatory worlds of issue-based advertising and cause and purpose-driven marketing. Your reputation is on the line, and so is the cause you’re advocating for, so you need to know your audience thoroughly and constantly.
Marketers have dollar signs in their eyes for 2024. 53% of business leaders are increasing their digital marketing budgets. Ad revenue in the U.S. is expected to rise 4.3% in 2024. And if you include political ads, ad revenue increases all the way up to 8.1%, with issue-based ad spending at a double-digital increase compared to the last presidential election year.
A recent study on consumer trust revealed a shocking misunderstanding. While 87% of executives think consumers have a high level of trust in their business, only about 30% of consumers agree. And when consumers lose trust in your company, they take their business elsewhere. Purpose-driven marketing gives brands a way to connect with consumers on a more personal level, connecting companies’ values to those of their supporters to create lasting bonds. But without the right audience data informing your outreach, purpose-driven marketing can have the opposite effect.
You know that song you hear everywhere? It’s on the radio during your commute. Your friends are humming it when you’re out to dinner. It’s the new it-song on social media. It’s an inescapable earworm that’s suddenly stuck in your head and all you can think about. After a while, you know every word, and you’re singing along. That sensation is possible with your political and issue advocacy message, too - if you can get the right people buzzing about it. Tunnl and Applecart, two leading audience intelligence platforms connecting you to the nation’s most influential audiences, have mastered the art of making your message top of mind for voters, consumers, and decision-makers. But which solution is the best option for your targeted legislative campaigns? Both tools have their perks, but they take very different approaches to audience identification and influence. Tunnl isn’t for everyone, nor is Applecart, and you deserve all the details to make an informed decision aligned with your unique campaign needs. We’ll walk you through the pros and cons of both audience intelligence tools so you can pick the approach for you.
You’re up against the odds. The advertising space is crowded and fragmented. TV advertising is expensive, and viewers are distracted. Even the best message will get you nowhere if you put it in the wrong place, at the wrong time, or in front of the wrong people. But when you get it right, magic happens.
Facebook’s parent company, Meta, made an announcement on November 9th, 2021 that caused derailed the workflow of many of the platform’s advertisers.