SparkToro Blog

Marketing Product Psychology

Social Networks “Optimize for Engagement.” What Does That Mean for Marketers?

I’m a firm believer that incentives and systems govern behavior at scale. If you want to understand why companies make the decisions they do, look at how their executives and boards are rewarded. If you’re trying to grok an unfamiliar sport, see how points are scored and wins are tabulated. Follow the incentives, and you’ll

Data Events Marketing Psychology

Marketing Takeaways from the 2020 US Election | Part V: Brand Familiarity & The Weaknesses of Product

Welcome to the final episode in our five part exploration of the 2020 US election from a marketing lens. If you haven’t already, make sure to check out the rest of series Part I: Identity & Common Enemies Part II: Positioning & Segmentation Part III: Polling Problems & Growing Fans vs. Persuading Converts Part IV:

Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part IV: Narratives & Information Distribution

Welcome to the penultimate episode (part 4/5) in our ongoing analysis of the 2020 US elections. If you haven’t already, check out part one, covering identity & common enemies, part two on positioning & segmentation, and part three on polling problems & growing vs. converting audiences. This time, we’ll look at the memorable power of

Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part III: Polling Problems & Growing Fans vs. Persuading Converts

It’s time for part three (of five) in our ongoing analysis of the 2020 US elections. If you haven’t already, check out part one, covering identity & common enemies, and part two on positioning & segmentation. Today, we’ll get into the weeds of survey methodology, why election polling appears to be less accurate, and how

Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part II: Positioning & Segmentation

Welcome to part two (of five) in our ongoing analysis of marketing takeaways from 2020’s record-shattering US elections. Yesterday, I wrote about how cultural identity drives behavior, and the power of common enemies. Today, we’ll pick up the series by diving into the opportunities and limitations of both positioning and segmentation. In case you skipped

Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part I: Identity & Common Enemies

I don’t believe there is any greater, more public example of capitalist-driven marketing on display than the American presidential elections. It is, unquestionably: A globally-followed event A marketing-driven (rather than product-driven) outcome 10X+ larger in spend than any other marketing campaign on Earth Ad spend figures from Quartz, Nielsen, & OpenSecrets This pinnacle of influence-driven

Data Product SparkToro

Election Polls vs. Results Can Help Explain How SparkToro’s Data Works

If you’re anything like me, you’ve spent the last 48 hours frantically refreshing the NYTimes, Politico, the Washington Post, Five Thirty Eight, & Memeorandum far more times than is healthy. This American election, more than any news event in my lifetime, has induced massive anxiety, fear, hope, and emotional turmoil (at least in those who

Data Product Psychology SparkToro

Analyze Your Audience’s Political & Media Behavior in SparkToro

In our ongoing quest to provide unique, valuable audience intelligence, we’re launching a brand new feature in SparkToro today: Media and Political Insights. You’ll find this data available in the Audience Insights section of any SparkToro search. Any timing of this release with major, upcoming political events is purely coincidental… 😉 ABOVE: Media and Politics