We marketers make a lot of assumptions about people. That conservatives like big show’ey patriotism like flags and anthems. And progressives like anything to do with the environment. There. Problem solved. Now you have your creative.

But what if we’re missing a huge piece of this puzzle — user behaviour. How people of different political leanings interact with the marketing tools that get us the sale.

One of the biggest tools, of course, is search ads. Is it possible that conservative buyers and liberal buyers think of, and use, our Google ads differently?

Today, Tod speaks with Dr. Alex Davidson, author of a research paper published this month in the Journal of Advertising called “How Political Orientation Affects Trust in Search Advertising.”

Link to the study: https://www.tandfonline.com/eprint/YUZWNJZSZKPBITQ5MFGF/full?target=10.1080/00913367.2024.2393708

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate producer: Steph Gunn.

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