The Politics of Search

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.📰 Get our free daily newsletter📈 Advertising: Reach Thousands of Marketing Decision-Makers🌍 Follow us on social media or contact us.GO PREMIUM!Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Back catalog of 20+ marketing science interviews✅ Get the show earlier than the free version✅ “Skip to story” audio chapters✅ Member-only monthly livestreams with TodAnd a lot more! Check it out: todayindigital.com/premium✨ Premium tools: Update Credit Card • Cancel.MORE🆘 Need help with your social media? Check us out: engageQ digital🌟 Rate and Review Us🤝 Our Slack.UPGRADE YOUR SKILLSGoogle Ads for Beginners with Jyll Saskin GalesInside Google Ads: Advanced with Jyll Saskin GalesFoxwell Slack Group and Courses.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.Some links in these show notes may provide affiliate revenue to us.Privacy & Opt-Out: https://redcircle.com/privacy