I found this part especially interesting (my emphasis):
“If you don’t know what you’re talking about, you think he’s a 21st-century Steve Jobs,” says a Republican consultant who knows Parscale. “He’s not an asshole. He’s kind of a huckster. But he’s smart enough to realize he’s a huckster.”
Parscale’s true gift wasn’t deploying new, cutting-edge uses for technology. It was skillful management: cobbling together and empowering a fast-moving, opportunistic digital team staffed by experts from the RNC, commercial ad placement firms and social media companies, which flew about a dozen employees into San Antonio to work alongside Parscale’s team. At Parscale’s direction, the digital operation carried out an unprecedented tilt toward social media, for which the Trump campaign spent nearly half its media budget.
Parscale’s all-in approach toward Facebook was perfectly suited to his unique candidate. “The key to digital success is bottling lightning, and with Donald Trump, the lightning strikes every five minutes,” says Wesley Donehue, CEO of Push Digital, who worked on Marco Rubio’s failed bid for the 2016 presidential nomination. “You will never be able to replicate any digital strategy you had for Donald Trump for any other candidate or any corporation because there is no other Donald Trump.”
Academics and political strategists say digital ads don’t do much to persuade voters to switch candidates. They’re aimed primarily at raising money, firing up the base and suppressing turnout among opposition voters — which perfectly matched Trump’s needs.
In large part, Parscale’s approach was a matter of necessity. In 2016, Trump was anathema to the GOP’s traditional wealthy donors. But small-dollar contributors — “the Army of Trump,” Parscale would later call them — loved him. Trump’s supporters were uniquely responsive to donation appeals on social media; his celebrity and gut-level appeal commanded eyeballs. “The hardest thing in digital advertising is getting people’s attention,” says Coby. “You got a cheat code with Trump.”