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CRAFT’s John Randall Looks Into the Future of Digital (Q&A)

by CRAFT | Media / Digital

CRAFT is bound by talented individuals who share creative aptitude, technological expertise, strategic thinking, and political or public affairs campaign experience.

John Randall shares all of these.

John Randall’s experience, skills, and talents make him perfectly suited for the job as CRAFT’s Director of Digital. We know all about John’s thoughts on digital strategy and thought we’d share them with you in this Q&A.

Name: John Randall

Hometown: Holyoke, MA

Twitter handle: @jrandall

Why did you decide to join CRAFT?

In addition to the creative and cutting-edge campaigns CRAFT designs and implements, you can’t help but be impressed with the team they have and their vision for the future.  In purely selfish terms, this is an incredible chance to learn from some of the best in the business. But most importantly, a great opportunity to do amazing work and help push digital campaigns in politics and public affairs to the next level.

What are the current trends in (online) advertising?

The two biggest trends right now are programmatic buying and native advertising. Programmatic is not new, but it is becoming more widely adopted, as it allows advertisers to highly automate the buying process based on data—merging two of the differentiating factors of digital.

How should campaigns use big data?

Data is a powerful tool, but like any tool, if its not used correctly it can do more harm than good. Campaigns need to understand that just because you theoretically have the ability to target small groups of people that are not always the best, or most cost effective option. Effective message targeting is essential, but sometimes it squeezes out blocks of people who may be influenced by that specific message. Big Data is nothing new – just read Team of Rivals when it discusses Lincoln running for the House and having voter contact cards – its just the amount of data we can now access and use is now limitless and it’s important to use the data smartly to achieve your goals. Data is a tool, not an end.



What recommendations do you have for candidates running in 2014?

Start early and be aggressive. Digital isn’t a silver bullet or something you can just role out at the end. Also, don’t nickel and dime digital budgets. Spend what needs to be spent to succeed, or at least to know why something failed.

Have a question for John? Ask him on Twitter.