December 2016| Did Trump have the election in his hip pocket?

Did Trump have the election in his hip pocket?

No, but you could say that Donald Trump won the election with a hip-pocket media strategy that the democratic opponents, pundits, pollsters and media giants did not see coming. He simply Trumped them with his effective use of Twitter.

Not since the Nixon vs. Kennedy television debates in the 1960s has marketing played such a major role in the election of a president. Yet, this year, it was not a matter of who won the debates. The debates seemed to have little influence on the various vote polls. Most the polls conducted predicted Clinton to win. Clinton had a larger marketing war chest. Most of the time it seemed that only Trump thought that Trump was going to win. And despite several seriously politically incorrect blunders, he did win. Big!

So how did he do it? It was a marketing technology coup by a technology illiterate candidate. He is a billionaire who does not use a computer or email. And like Vladimir Putin, he has his people do that. Yet he does use Twitter himself and he used it to his huge advantage by connecting directly with 16 million Americans. Far more than a diversionary tactic, tweeting lets Trump stay on the political offensive-and manipulate his press coverage. He does not need a press conference to get his message out. All the political correspondents are following him and they will get whatever he says out immediately. It's his weapon of mass communication and he is not going to stop.

As to why all the pollsters mis-calculated the election results, they had poor sampling methodology. They primarily use email to poll voters, yet a lot of Trump voters, like Trump, don't use a computer. But they do use cell phones and they received their messages directly from Mr. Trump in their hip pockets.

Please feel free to reach me anytime at byoung@youngcompany.com or 949-376-8404.

Please feel free to reach me anytime at byoung@youngcompany.com or 949-376-8404.

 

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Young Company

Founded in Los Angeles in 1949, Young Company is one of the top creative advertising and digital marketing agencies in Orange County. We are experts in the application and integration of advertising, branding, internet marketing, market research, public relations, social media and website design.

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