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How Digital marketing used in political Campaigns in US and India

Political campaigns in the United States and India have employed digital Marketing technologies for more than a decade. Developing increasingly sophisticated tools and techniques during each election cycle, as “computational politics” have become a standard operating procedure. The growth and increasing sophistication of the digital marketplace has enhanced the capacities of political campaigns to identify, reach, and interact with individual voters. Below we identify 6 key techniques that are emblematic of this new digital marketing (political marketing) system in the United States and India.

Bulk SMS Campaigns

You need to have the best strategy to promote your campaign (Digital Marketing ) if you want to win the elections in, India. If you want to win maximum votes then you need to have an effective mode of communicating voters. You need to reach out to the different sections of the society. Bulk SMS is one of the easiest ways of communicating with your target audience at the click of a button. You do not have to go anywhere. In just one click you can promote your party to young and the old. Almost everyone today has a mobile phone.

So, it becomes easier to promote your party to more number of people. You can send alerts to the citizens at regular intervals. In these alerts, you can tell the voters about your party agenda. You can ask them about how they can verify if their name is there in the election list or not.

Cross-Device Targeting

Getting a complete picture of a person’s persistent “identity” through an “identity-graph” has become a key strategy for successfully reaching consumers across their “omnichannel” experience (use of mobile, TV, streaming devices, etc.). “Cross-device recognition” allows marketers to determine if the same person who is on a social network is also using a personal computer and later watching video on a mobile phone. Through data “onboarding,” a customer record that may contain a physical and email address is linked through various matching processes, associating it with what is believed to be that individual’s online identification—cookies, IP addresses, and other persistent identifiers. Cross-device targeting is now a standard procedure for political initiatives and other campaigns. Voter files uploaded into the onboarding process, enabling the campaigns to find their targets on mobile devices and at specific times when they may be more receptive to a message.

Geolocation Targeting

Mobile devices continually send signals that enable advertisers to take advantage of an individual’s location. Through the phone’s GPS, Wi-Fi, and Bluetooth communications. All of this can be done with increasing speed and efficiency. Through a host of new location-targeting technologies, consumers can now be identified wherever they go. While driving a car, pulling into a mall, or shopping in a store. A complex and growing infrastructure of geolocation-based data-marketing services has emerged. With specialized mobile data firms, machine-learning technologies, measurement companies, and new technical standards to facilitate on-the-go targeting.

Online Video Advertising

Digital video, via mobile and other devices, is perceived as a highly effective way of delivering emotional content on behalf of brands and marketing campaigns. There are a variety of online video ad formats that provide both short and long-form content. And that works well for political and other marketing efforts. Progressive political campaigns company Revolution Messaging, which worked for the Sanders campaign, developed what it calls “smart cookies” that it says take video and other ad placement “to the next level, delivering precision and accuracy”. Google’s YouTube has become a key platform for political ads. Voters make their political decisions in “micro-moments” as people watch mobile video.

Targeted TV Advertising

Television advertising, which remains a linchpin of political campaigns strategy, is undergoing a major transformation. As digital marketing technologies and “addressable” set-top boxes have changed cable and broadcast TV into powerful micro-targeting machines capable of delivering the same kinds of granular, personalized advertising messages to individual voters that have become the hallmark of online marketing. Political campaigns are in the forefront of using set-top box “second-to-second viewing data”. Amplified with other data sources, such as “demographic and cross-platform data from a multitude of sources” to deliver more ads.

Email Marketing for Political Campaigns

There is no denying that emails now used everywhere. Emails from your distant friends abroad, promotions from your favorite stores, your monthly bank statements to your fridge sending you an email telling you to buy milk on your way home.

So it will come as no surprise that email marketing has become a powerful tool for politicians. “Meet me for dinner”, “Are you in?” and “Hey” were some of the email subject lines that made headlines when Obama’s team started sending emails to millions of US voters in 2012. Now we realized that how email marketing is shaping modern politics. One of the most praised email campaigns of its kind was during Obama’s 2012 election campaign. In that campaign, they raised up to $690 Million in donations.

What is campaign management?
Campaign management is the process of organizing, segmenting, targeting, and managing multichannel marketing messages. The act of a campaign manager is to integrate data on the purpose market with existing data about customers to actively drive impressive marketing campaigns. Some campaign manager duties include writing and editing campaign copy, managing implementation, ensuring brand identity is consistent in messaging, and providing results and analytics after the campaign is run. But don’t get caught up on the definition, the roles and rules of campaign management are constantly evolving.
  
So, before you close this tab and start researching the best campaign management tools, keep these necessary factors in your back pocket during evaluation.

1. Easy to Adopt for Team Members

Unless you are studying up on how to become a campaign manager, you need to search a tool that will be easy to train and use for your marketing team. Some tools have all the bells and whistles but require hours and hours of training. Test drive a tool with your team and see how they like it. If they can’t set up a easy campaign after an hour or two of training, continue your search.

2. Lead Management

Tools that offer lead management allow you to value your prospects based on their readiness to buy so sales can focus their attempts on the best opportunities. Lead scores are given based on their activity within the campaign. Which links did they click? How much time did they spend reading an email? Did they subscribe to the newsletter? A great campaign management software does the leg work for you, so you can certify which leads have the highest propensity to buy, and tailor your marketing messaging accordingly. 

3. Multichannel Marketing Automation

Gone are the days of juicy email subject lines and obscure, attention-grabbing messages. Customers are no longer falling for the “Is a hippo chasing you?” line and with a click of a button, your thought-out email is routed straight into their spam folder. You need a campaign management system that allows you to interact with prospects and customers on multiple channels. Whether it’s texting, social media, or live chat—you want to be at the top of your customers’ minds. This way, the buying process is more controlled by the customer than the marketer.

4. Content Marketing Functionalities

Companies need resources to develop compelling content that will drive people to their websites through all various channels. Look for a campaign management software that allows you to develop and reuse content across several campaigns. This allows you to create landing pages where you can drive personalized content to audience segments and direct them back to your website.

5. Easy-to-Use Analytics

These features are nothing without measurement and analysis. It’s extremely important to be able to evaluate the success of your campaigns and learn more about your audience. Analytics tell you what messaging is working and how your customers are responding to your campaigns. This data is especially necessary for sales, as they need to work in tandem with marketing to make sure all messaging is consistent and on brand. 
  
Researching and testing several tools in comparison will help you understand which qualities are more necessary than others. In the end, you need to evaluate what tool is going to work best for you and your marketing needs.
What is campaign management?
Campaign management is the process of organizing, segmenting, targeting, and managing multichannel marketing messages. The act of a campaign manager is to integrate data on the purpose market with existing data about customers to actively drive impressive marketing campaigns. Some campaign manager duties include writing and editing campaign copy, managing implementation, ensuring brand identity is consistent in messaging, and providing results and analytics after the campaign is run. But don’t get caught up on the definition, the roles and rules of campaign management are constantly evolving.
  
So, before you close this tab and start researching the best campaign management tools, keep these necessary factors in your back pocket during evaluation.

1. Easy to Adopt for Team Members

Unless you are studying up on how to become a campaign manager, you need to search a tool that will be easy to train and use for your marketing team. Some tools have all the bells and whistles but require hours and hours of training. Test drive a tool with your team and see how they like it. If they can’t set up a easy campaign after an hour or two of training, continue your search.

2. Lead Management

Tools that offer lead management allow you to value your prospects based on their readiness to buy so sales can focus their attempts on the best opportunities. Lead scores are given based on their activity within the campaign. Which links did they click? How much time did they spend reading an email? Did they subscribe to the newsletter? A great campaign management software does the leg work for you, so you can certify which leads have the highest propensity to buy, and tailor your marketing messaging accordingly. 

3. Multichannel Marketing Automation

Gone are the days of juicy email subject lines and obscure, attention-grabbing messages. Customers are no longer falling for the “Is a hippo chasing you?” line and with a click of a button, your thought-out email is routed straight into their spam folder. You need a campaign management system that allows you to interact with prospects and customers on multiple channels. Whether it’s texting, social media, or live chat—you want to be at the top of your customers’ minds. This way, the buying process is more controlled by the customer than the marketer.

4. Content Marketing Functionalities

Companies need resources to develop compelling content that will drive people to their websites through all various channels. Look for a campaign management software that allows you to develop and reuse content across several campaigns. This allows you to create landing pages where you can drive personalized content to audience segments and direct them back to your website.

5. Easy-to-Use Analytics

These features are nothing without measurement and analysis. It’s extremely important to be able to evaluate the success of your campaigns and learn more about your audience. Analytics tell you what messaging is working and how your customers are responding to your campaigns. This data is especially necessary for sales, as they need to work in tandem with marketing to make sure all messaging is consistent and on brand. 
  
Researching and testing several tools in comparison will help you understand which qualities are more necessary than others. In the end, you need to evaluate what tool is going to work best for you and your marketing needs.

Cross-channel campaign management in a digital world is complex. Our multichannel, mobile, social-media driven world makes integrating and coordinating digital-marketing strategies anything but easy. How do you develop a successful cross-channel management strategy?

One way to manage how campaigns are managed, launched, and measured is to create a road map and have a plan. Without either, cross-channel campaign management is challenging but not inconceivable. Beyond the basics of setting business objectives and marketing objectives, identifying targets, and creating a content strategy is to assemble a plan that allows for better coordination, collaboration, and management from a centralized location. The result will be marketing efficiencies that will help increase marketing velocity and the overall effectiveness of campaigns.

Managing Finances, Digital Assets, and Workflow — Set a Baseline

Solutions abound that make it easy to manage workflow. Create an email campaign, for example, and it’s possible to assign and view different tasks through to the end. Project-management software is helpful, too. But, success in a multi channel world also requires the ability to coordinate finances, digital assets, and workflow simultaneously.

Forget about trying to collaborate across multiple tools. Many marketing management rely on spreadsheets, email, calendars, and even sticky notes to manage campaign workflows and projects. Campaigns lose momentum when marketers struggle to manage several different solutions simultaneously. Better to start multichannel delivery by designating one place to define objectives and collect input before pursuing successful campaign management.

Create a central repository for all digital assets with commenting, markup, and financial-management capabilities. With creative workflows tied to approvals, accessible markup, and even financial management, you’ll expand visibility into specific campaigns while you can also roll up and down through the hierarchy. This creates an important baseline for how the different constituents in marketing work together while allowing you to openly measure what everyone is doing.

Key Considerations

Once you’ve created a unified approach to get everyone on the same page, key components to make it work include:

Building Flexibility Into Your Timeline

Is it better to put together a detailed monthly campaign plan or something long-term with details and tactics to employ on the fly? In most cases, it makes sense to build flexibility into your strategy. Create an annual marketing plan with different programs that can be shifted and reorganized as needed.

Single and Accessible View of the Customer

Creating a 360-degree look or a “high definition” view of the customer across channels can be intimidating. When the goal is to create more carefully targeted, personalized campaigns and customer journeys, start with a single but meaningful view of your customer. If you’re feeling overwhelmed by the number of channels and wondering where to start, consider email. It’s inexpensive and doesn’t require an enterprise-marketing data warehouse. Remember, slow and steady wins the race. Manage digital assets and workflow through a central repository and stay organized. If it’s clear, cohesive, and unified, you’ll see your efforts grow in no time at all.

Coordinating Messaging — Say the Right Thing to the Right Customer

A central decision environment controls not only message delivery, but also personalization. Content tailored to each customer’s data attributes is key, but personalization also involves timing interactions to fit customer needs and expectations. An email that’s received at the right time is more important than one that uses the right name. Although personalization relies on data attributes, it’s also about taking into account preferences, timing, and context. A key consideration is using technology that combines campaign management, content management, and email delivery on one platform. This will eliminate unnecessarily duplicated data, lower the total cost of ownership, and combine these key capabilities in one platform.

Maintaining Consistent Brand Experiences Across Multiple Channels

A central repository for digital assets lets you control content across different channels, ensuring brand experiences are consistent. There’s no need to go one place for email and another for direct mail or offline assets. Digital-asset management combined with content management optimizes the process, ensuring consistency from publishing and distribution to choosing the right channels.

And, with access to the same library of content, marketers have a record of digital assets as well as a central means for collaboration. This will greatly streamline creative workflow processes associated with approvals, edits, handoffs, and ultimately, rolling out content into campaigns.

Measuring Effectiveness — Optimize for Spend and Customer Experience

A holistic view across all interactions provides you with a better understanding of how each communication drives marketing dollars and future efforts. By identifying the value of each interaction, it’s possible to measure the effectiveness of your campaign-management strategy. It is powerful to be able to determine what’s working and what isn’t within each campaign. Measure efficiently and you can attribute different activities to bigger, broader conversions — marketing attribution at its finest.

Bridging Online and Offline Efforts

Integrating online and offline marketing efforts is critical to providing a seamless experience across all channels. This will lead to a better customer experience, increased engagement, and greater customer loyalty. Managing different rules and interactions together makes it easy to use and learn from customer profiles and your database.