The Shoppe - Election Spending Strategies, Amazon Data Collection & More
Welcome back to The Shoppe! This week we’re covering Amazon’s latest data collection efforts, spending strategies of the 2020 presidential election candidates, changes in consumer holiday traditions amid a global pandemic and more. Be sure to subscribe so you never miss an update!
The Wall Street Journal has released campaign spending estimates for the 2020 presidential election candidates. Joe Biden and the Democratic National Committee started off the month with $432M in available cash, outspending Donald Trump’s campaign committee by over $100M in the third quarter. Trump and the Republican National Committee’s estimated available cash is $251.4M, spending $442M this quarter.
While the candidates’ spending on digital advertising is nearly equal, Biden has spent almost two times more than Trump on TV and radio advertising. Trump’s primary spending has been on fundraising and other communications, doubling what Biden’s campaign has spent on travel and events. It is uncertain whether in-person events and activities raise more money or produce greater voter enthusiasm than TV advertising, but it will be interesting to see how these advertising spending differences impact the polls in the coming weeks.
Amazon has launched Amazon Shopper Panel, an app that pays users to respond to surveys and submit receipts for purchases made at other retailers. Currently opt-in and invite-only, the program offers participants $10 rewards applicable to their Amazon Balance. Collected data will be used to “improve product selection” at Amazon and Whole Foods Market, as well as the content available through Prime Video. The surveys, gathering data on customer opinion of specific brands and product ads, are an effort to help advertisers better understand customers and their interests. Those interested in participating can join a waitlist for an invite to download the app.
To accommodate for the nationwide restrictions on mall Santa visits, Carter’s has launched its online contest to receive personalized messages from Santa Claus via Cameo. Known for selling customized celebrity videos, Cameo is partnering with Carter’s to keep the holiday traditions intact despite repercussions of the pandemic. The From Santa with Love sweepstakes will provide 1,500 families with the opportunity to keep the holiday magic alive by creating personal Santagrams for their children. Shoppers can visit www.carterssantagram.com to enter.
In an effort to make communities central to user experience, Facebook has started testing their new Neighborhoods feature, allowing users to create private profiles to connect and share information with neighbors in exchange for detailed location data. Users can enter their address and complete their neighborhood profile for non friends to view designated content. Focused on small geographical areas, the feature will use individuals’ locations to display posts, Groups, marketplace products and more from people in nearby areas. Despite being tested in just a single market, the new feature has already generated controversy around the topic of group moderation and the rise of hate speech. We can expect to see Facebook continue to move toward community based sharing.
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