Four Tactics Marketers Can Take From 'Outsider' Politicians
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In the past few years, countries across the world have experienced a rapid rise in support for political outsiders. The phenomenon includes those on the left, like Labour leader Jon Corbyn in the U.K. and former Venezualan president Hugo Chavez, and those on the right, including Donald Trump in the U.S., National Front president Marine Le Pen and Nigel Farage, the former Independence Party leader in the U.K. who campaigned for Brexit, or Britain’s exit from the European Union.
And it’s not all Twitter hype and news website click-bait: The average share of the vote for populist parties in elections has more than doubled globally since the 1960s, to around 13.2% from around 5.1%.
With significant crossover between the worlds of marketing and politics — at a simplistic level, both appeal to their target audiences with what they hope to be distinctive positioning and compelling messages — this rapid growth provides plenty of learnings for marketeers. Below we outline four of the best.
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