For those who are still unfamiliar with this approach, interactive marketing represents a departure from traditional advertising methods, focusing on two-way communication with the audience on platforms that are popular today.
Interactive marketing and key moments of Trump’s Campaign
Unlike election campaigns in previous years, this year’s election battle in the U.S. and Donald Trump’s victory are unique due to interactive marketing. Interactive marketing departs from traditional advertising methods and emphasizes two-way communication with the audience on platforms most frequently used today.
Trump’s campaign aimed to win over undecided voters, particularly younger generations, which was achieved thanks to social media and support from influential figures. Platforms like X (formerly Twitter) and Twitch’s gaming platform stood out. Although some criticized him for controversial statements, this approach proves that his strategy is adapted to modern times and aligns with the expansion of digital communication.
Both presidential candidates knew podcasts have been incredibly popular since the COVID-19 pandemic and used guest appearances to connect with listeners. Kamala Harris appeared on the podcast ‘Call Her Daddy’, while Trump was a guest on ‘The Joe Rogan Experience’, where the interview lasted for 3 hours and garnered 47 million views on YouTube. Thanks to these appearances, where Trump spoke with NFL players and reflected on an assassination attempt, he established a direct connection with a large audience. It is believed that young men, ages 18 to 29, shifted towards Trump, moving rightward by eight percentage points. Another major surprise was Trump’s collaboration with influencers, such as Logan Paul and Adin Ross, which significantly sparked the interest of younger audiences in participating in political events.
What defined Trump’s campaign?
Keywords that can describe Trump’s campaign are innovation, direct communication and changes in political marketing.
Marketing Strategy
To be successful, every marketing strategy must be carefully and thoughtfully planned. Additionally, certain guidelines make the implementation of any campaign easier.
- Consistency
Communication is the most crucial element in marketing and PR. Throughout the campaign, Trump posted up to 10 tweets daily, publicly shared his opinions on various topics, and communicated constantly with the public.
- Simplicity
Precise, clear, and impactful slogans are essential for a successful campaign outcome. Trump and the Republican Party succeeded in this, with the slogan ‘Make America Great Again’ becoming a symbol of this election battle. On the other hand, the Democratic campaign was more heterogeneous due to the shift when Joseph Biden stepped down and Kamala Harris took his place. During her campaign, Kamala Harris did not hold a single press conference or give interviews for the first 38 days, while the Republican representative held at least six press conferences where he answered questions.
Speaking of the media, according to research conducted by the Pew Research Center at the end of 2019, nine out of ten people whose primary source of information was Fox News (93%) identified as Republicans. However, Trump criticized Fox News on the social media platform Truth Social for supporting the Governor of Florida, who was considered his main rival within the Republican Party for this year’s election.
- Keeping Up with the Development of the Digital Sphere
During the campaign, Democrats relied more on traditional marketing methods and mainly advertised by sending messages to the target audience. At the same time, Trump opted for interactive marketing and a continuous online campaign.
- Rules for Social Media
- Do not speak negatively about competitors
- Separate private life from business life
- Respond quickly to negative comments
The elected U.S. president did not adhere to these rules and won despite that. This shows that the risk ‘paid off’ in this case.
Any PR is Good PR
Trump’s main goal was for everyone to talk about him—the media, voters, and competitors. By doing so, he ensured his presence everywhere and that his opinions were loudly heard.
Peanut the Squirrel & Raccoon Fred
Two days before the presidential election, the main topic of conflict in the U.S. was the euthanasia of a squirrel, known as ‘Peanut the Squirrel’, by wildlife officials in New York. The Department of Environmental Protection explained that the reason for taking the animal was a report about unsafe conditions for its care. At the same time, euthanasia occurred due to a bite from one of the officials during the removal. In addition to the squirrel, the Department also euthanized a raccoon named Fred, who was on the same property. J.D. Vance, the Republican vice-presidential candidate, stated that the euthanasia of the squirrel raised doubts about the government’s priorities and that this case greatly affected Donald Trump.
Mark Longo, who had cared for Peanut for 7 years, announced on social media that he would initiate legal action with the hashtag ‘Justiceforpeanut’.
The Republican Party and citizens condemned these events, noting that New York shelters exist for illegal immigrants, yet at the same time, innocent animals were being killed.
This was not the only case discussed during this election year. Vance and Trump advocated unfounded claims that Haitian immigrants in Ohio were eating cats.
Although seemingly two separate issues, Republicans managed to connect the story of animal suffering with the story of immigrants, making it clear that they condemned the Democratic Party’s rule and emphasized their stance on immigration.
Trump and his team and collaborators conducted his campaign thoughtfully and with conscious risks. He succeeded in establishing communication with his supporters and undecided voters. Most importantly, he could reach young, previously uninterested voters through social media, numerous statements, and appearances. In addition to podcasts, platform X, and others, TikTok played a significant role, allowing everyone to come across at least one video mentioning Donald Trump.
Also, the new White House press secretary, Karoline Leavitt, was introduced during the first official briefing of Trump’s administration. At 27, she became the youngest person to hold this position. She announced that, by the president’s order, the White House would allow influencers and podcasters to apply for press credentials, significantly expanding access to the residence, as previously it was limited exclusively to traditional media. Everything indicates that dynamic changes in communication strategy will mark this term, but we hope we will witness this only as passive observers.
