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Political Campaigns and Digital Marketing: Did They Miss the Mark?

November 6, 2012
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When you look at political spending, campaigns are still investing more on traditional media platforms than online. Political marketers can take a lesson from consumer brands on how to harness online and social media marketing. Social media is an advantageous investment if political campaigns wisely use online channels, especially their analytics tools. 


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When Barack Obama won the 2008 presidential election, he tweeted: "We just made history … All of this happened because of you." It was one of the moments which led pundits to compare him to John F. Kennedy in the way both embraced the new technologies of their respective eras to get them to the White House. If JFK was the first ever television president, they said, then Obama was the first Twitter president.
 
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Computers and mobile devices are transforming the speed and means by which voters get information about candidates. Social media sites like Twitter and Facebook are steadily replacing traditional sources as the delivery method of choice for a generation of new voters. As she gears up for this year's election, Center College student Kelly Bolton, who's on the campus of the vice presidential debate, is getting political updates not from television or traditional news sources, but instantly, through her phone.
 

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