72% of Marketing Execs Concerned About Election Impact on Strategies
A recent study from Wunderkind and studioID reveals that retail marketing executives are already bracing for the election's impact.
Each election cycle brings a barrage of advertising: In March, eMarketer reported that political ad spend could surpass $12 billion this year…and that was before President Joe Biden decided to drop out and support VP Kamala Harris in his stead. The coming months will undoubtedly be intense, and a recent study from Wunderkind and studioID reveals that retail executives are already bracing for the impact.
- 72% of retail executives are concerned about the impact of the 2024 election on marketing strategies.
- 94% of marketers are spending more on ads because of the election cycle.
- 43% are leaning more heavily on owned channels like email and SMS.
“This shift ensures brand safety for marketers, as brands can own their messaging on email and SMS,” said Tim Glomb, Wunderkind VP, digital content and AI. “No one wants their ads running against misinformation or negative attack creative. It's a dangerous place to start putting your brand, and the psychological impact on consumers is real.”
