All the election pollsters got it wrong, but they did reveal some surprisingly important lessons for marketers.
Insights & Updates
The Trump win against Clinton will be analyzed for decades. But as a shallow advertising guy, I can't help but look at this historic turn of events for my own mercenary purposes.
A political pundit once said that the only poll that matters is the one on Election Day, but that belies the true difference between polling and voting: one is attitudinal, while the other is behavioral.
For the last 50 years, brand advertising has focused on building awareness, while direct response used its power to increase sales. But in a TV marketplace where change is constant, this dichotomy is falling by the wayside.