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.
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.
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.