Why it matters: The Trump campaign's revolving door of targeted messaging shows the evolving dynamics of the race, and the campaign’s failure to hone in on one clear message.
- Instead, it's trying to juice turnout before Nov. 3 by throwing money at a series of issues that might rally Trump's base.
- The strategy is echoed in state-level spending. Several campaign officials have told Axios they don't have a clear sense of what strategy will secure 270 electoral votes.
- Trump campaign manager Bill Stepien has been dabbling in spending in Rust Belt battleground states in an effort to preserve multiple paths.
State of play: Last fall and winter, the majority of the Trump campaign's ads targeted the impeachment process and Special Counsel Robert Mueller.
Biden's side has invested heavily in the past few months on voter mobilization and best voting practices during the pandemic.
Be smart: Facebook ads offer campaigns the unique ability to target potential voters narrowly and in real time. In total, the Trump campaign has spent over $142 million on Facebook ads this year, while the Biden campaign has spent over $89 million.
Flashback: Republicans struggled to deliver a clear, consistent message to voters during the midterm elections, leading to a blue wave in the House and Democratic gains in the Senate.
