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July 2015

[caption id="attachment_1105" align="aligncenter" width="820"]Courtesy of Ximo Michavila via Flickr Courtesy of Ximo Michavila via Flickr[/caption] Most search engine marketing experts will say you should structure your pay-per-click campaigns based on the structure of your website. Typically, this is a sound strategy to maximize quality scores and cost per click, but it’s not the only approach to consider.

Every time I hear the theme music to “Jurassic Park,” I’m transported 20 years back. I’m 13 years old, feeling the same awe Dr. Grant felt the first time he saw the brachiosaur eating from the treeline. He asked John Hammond, the park’s millionaire mastermind,  “How’d you do it?” As a marketer, I ask myself the same question. Using marketing techniques available at the time of their respective releases, how did “Jurassic Park” and the latest franchise installment, “Jurassic World,” become such mega hits? “Jurassic Park” made more than $320 million since its release and “Jurassic World” has nearly doubled that number. Since the 1993 release of “Jurassic Park,” we’ve seen the fall of publication and the rise of blogging, the decline of post and the boom of email, the shift from landline to mobile, and to the development of a truly global socially connected world. In addition to being great products on their own, “Jurassic Park” and “Jurassic World” found success due to smart, creative marketing that utilized available technology.

Travel back to the 2008 presidential election. The thought that probably pops in your head is “Yes We Can.” In a time of economic upheaval, rousing political debate, and emerging digital platforms, one thing became clear: The political landscape had shifted and popular culture and politics became more entwined than ever before. Social media was a major player in making this possible. In fact, some would even say that Barack Obama’s 2008 presidential victory couldn’t have happened without it. Through the advent of platforms like Facebook and Twitter, presidential candidates became more accessible to the population. Celebrities and the media began to influence the country’s opinion in a powerful way, and the masses could publicly voice their opinion beyond the ballot. Fast-forward seven years and none of this has changed, except now there is even more social ground to cover for presidential hopefuls. Let’s take a look at two potential candidates, Hillary Clinton and Donald Trump, in the very beginning stages of their campaigns and compare them by their social savvy.