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Presidential Marketing Strategies | Gap Fails to Inspire Unity | The New Online Shopper

November 5, 2020

Second-Hand Scoop

News from the past week


  • Twitter tackles election untruths. With the election results being contested, Twitter has taken action to fight against misleading information about the results by attaching labels or removing tweets entirely.
  • Presidential ad spend. Presidential candidates Donald Trump & Joe Biden have spent a quarter billion dollars on digital campaign advertising, with President Trump outperforming former Vice President Biden on Facebook ad spend, and Biden outperforming Trump in Google ad spend.
  • Email marketing in the election era. An analysis of the presidential candidates’ email marketing campaigns shows spot-on alignment with each candidate’s own personal brand, with wildly different tactics employed by each.
  • Failed attempts to bridge the Gap. Earlier this week, Gap tweeted a picture of their election-themed hoodie in a failed attempt to inspire post-election unity. The message was regarded as “tone deaf” by users and later deleted by the retailer.

The New Type of Online Shopper

Strategies to aid your marketing

E-commerce sales are continuing to surge largely due to COVID-19 and a major increase in device usage this year. With the holiday season approaching, all signs indicate this will only accelerate as we close out the year.

This influx of online shopping is not coming from early adopters, but rather people new to e-commerce who have been pushed into buying online by COVID-19 restrictions. So, how do you adapt your strategy to appeal to this new wave of customers?

Show the scale.
Examine your product pages to see if you’re displaying the best information possible so these new online shoppers get a real, tactile feel for your products. Include a size comparison image by placing your item next to an ordinary household object to quickly show potential buyers the scale of the product.

Think brick and mortar.
For category pages, organize your products to create a clean display much like an aesthetically pleasing shelf in a retail store. Make sure this product groupings are relevant to each other and consider including additional complimentary items to increase the chance of up-selling.

Add a personal touch.
A lot of these customers enjoyed speaking to a salesperson in stores to make sure the product they were interested in was the right for them. Even without a 24-hour customer service team, you can replicate this a bit by having videos with real people explaining the products features and benefits.

Read more »

Handling Political Differences in the Workplace

Productivity tips & hacks

You may have employees or coworkers with different political views voicing their opinions in the workplace, potentially leading to disputes. There are a few things you can do to manage these disputes and help settle the waters. First, be sure to respect all opinions no matter how they differ from yours. Set healthy boundaries to maintain professionalism. And, when a conversation gets too heated, know when to walk away.

Read more »

Facebook Experiments to Boost Your Sales

Helpful videos & podcasts

It’s time to up your Facebook game! Learn how to use split testing, A/B tests, holdout tests, and brand surveys on Facebook to maximize the success of your campaigns and reach the right audience.

Listen here


About Ellie Batchiyska

Ellie is a PR & SEO Outreach Coordinator for Conversion Giant with three years of experience in digital marketing, social media management, and client relations. A former journalist, she is committed to delivering content with integrity and transparency.

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