Mobile Marketing and the Political Campaign

Mobile Marketing and the Political Campaign

Elections in the United States are given more coverage than just about any other event on the planet. As they are unique in terms of their scope and often complexity, the ability to innovate has long been a requisite for successful election campaigns.

Elections in the United States are given more coverage than just about any other event on the planet. As they are unique in terms of their scope and often complexity, the ability to innovate has long been a requisite for successful election campaigns. As the last few cycles have shown, the way candidates have embraced new media, particularly mobile marketing, has been a huge factor in their chances of success.

Going back to 2004, the presidential campaign of Howard Dean made the first electoral use of the Internet as a mass fundraising and recruiting tool. Where other campaigns engaged in the traditional strategy of acquiring funds and recruiting volunteers at rallies and other organised events, Dean’s use of the Internet helped him to build a campaign fund far in excess of his early rivals. While Dean was ultimately unsuccessful in his bid for the Presidency, helped in large part by the now infamous ‘Dean Scream’, the ramifications of his media strategy have proved to be substantial.

The 2008 Presidential campaign saw the emergence of the then little known Senator from Illinois, Barack Obama. Largely written off against the seemingly unstoppable juggernaut of Hillary Clinton, the Obama campaign looked to the Dean strategy and used new media to build itself an extensive network of dedicated grassroots supporters. Mobile marketing proved a huge part in this. Mass texting allowed Obama to communicate directly with

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