Content Marketing

Political Marketing That’s Fooling Some of the People, Some (or All) of the Time

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By Peter J. Rosenwald

June 14, 2019

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Increasingly unable to escape the deluge of hysterical ill-directed political marketing that is overflowing my inbox, I’ve jealously started wondering what Key Performance Indicators (KPIs) are guiding these communications consultants to justify their million-dollar fees.

Are their efforts fooling all of the people all of the time? Or just some of the people some of the time?

In product marketing initiatives, there can be lots of bottom-line winners — all of the brands whose clickthrough numbers exceed the company’s KPI targets and show the kinds of bottom-line sales results that bring smiles to shareholders’ faces and money to their pockets.

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Headshot of Peter J. Rosenwald

Peter J. Rosenwald

Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing.

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