The real lesson to take away from the US Presidential Election and the UK Brexit Vote.

I’ve worked in the marketing “industry” for several decades, and have been on the “buy-side” all that time. To those not in the industry that means I buy marketing services (creative and media) from companies who sell it. Those companies use very similar techniques as are used in politics to advise on the right message and mix of media, and I’ve found that the accuracy of those “techniques” has always been biased towards the exact services that those “sell-side” marketers are pushing.

During the election cycle we saw every single media outlet doing whatever they could to keep their revenue streams happy. On TV and radio this means keeping consumers watching/listening across ad-breaks, while in print and online it was to maximize their viewership by offering views that would be attractive to as wide an audience as possible.

So every issue was represented from both sides, every fact was questioned without facts and every bullshit idea was presented as equal to any fact. There was absolutely no interest in what any candidate actually was going to do, what was important was presenting every position as equal, allowing every party to just talk and talk.

Stolen information from emails, and candidly recorded audio was presented without any interest in its integrity and was presented as being as valid as formally recorded statements, creating a level of uncertainty around every piece of knowledge, facts and non-facts were melded, and it became hard to distinguish rumor from fact, so hard that most people gave up even trying to, “her lies” and “his misogyny, bigotry and bluster” was seen as equal, which I suspect in the cold hard light of history will be seen to not be so.

And then to support all of this, highly nuanced surveys and polls were continually captured and presented. I say highly nuanced, because polls and surveys always end up speaking to a small group of people who actually are willing to spend the time to answer questions. And when you pay someone to run a survey they quickly learn who they can rely on, and will go to the same people again and again, despite the clear data issue this generated, because that’s how they get paid.

The goal is to create content in support of revenue. Cheap content, presented as valuable beyond it’s true value. Low cost product generating high profit revenue is the dream of any business, including the media.

Polls, surveys, snippets of information then discussed by talking heads and bloggers, who then become the news source for more talking heads to discuss (just look at Foxnews, MSNBC, CNN, NBC, BBC News, Huffington post etc). The actual validity of the core data quickly gets lost in the process of generating “content”

In business the sell-side marketers are always pushing “facts” in support of the “buy-side” marketers case to spend more money. “buy-side” marketers are always under pressure to justify their budgets, and once they start to rely on the “sell-side facts” they are hooked into an addictive cycle that requires them to just double down on their committed plan, spending more and more.

This is exactly what the media do in every election cycle. The biggest measure of a campaign is seen as how much are they spending on ad’s. When in fact these adverts have almost no impact on the election, and yet every campaign buys into the bullshit. Every talking head, newspaper and blogger is writing about who has a bigger war chest, and who is spending more in this month’s cycle of ad’s. Every Ad is presented as a powerful new tool to swing the result, a tool that never produced the promised results, EVER!

The pain that businesses feel when they cannot see a direct relationship between their marketing investment and their business performance is EXACTLY the same as the pain that the electorate feel when the polls prove to be entirely devoid of reality.

The people who are marching up and down outside Trump buildings, should maybe think about marching up and down outside the “free presses” offices.

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