Marketing can have a significant impact on how a political candidate and party is perceived pre- and post-election, particularly with the influence of digital media and the way people now consume information.
Solid policies form the basis of a successful political campaign—yet, as time goes by, we are continuing to see campaigns that focus heavily on marketing.
Parties will now go to further lengths to research and understand their audience and the competition, and then convert that insight into votes.
This is the largely due to the fact that modern political parties understand the importance of a finely-tuned marketing strategy in winning an election.
How important is marketing in politics?
Once ideology-driven, political discourse is now very much consumption-driven and can be swayed by a number of variables. With this in mind, what does the average political marketing campaign look like?
In the past, we have seen a focus on the 'real', where political figures are presented as people, just like you and I—with families, stories to tell and struggles to reveal.
They care deeply about their country and will provide solutions to economic and social problems. This approach, one that highlights a candidate’s strengths and weaknesses as real, has been an effective method of marketing.
The best and most successful political marketing campaigns truly understand the needs of the voter.
Take Barack Obama’s 2008 Hope and Change campaign as an example.
The success of this campaign demonstrated a superior understanding of what voters were yearning for and involved not just a list of policies, but extensive research, planning, insightful strategy and a focus on content that could be shared online.
The sharing of digital content through social channels broadens a candidate’s reach and audience, enabling their message to be made more available than ever before.
The aim here is to create content that is both pushed to people (who then share it with others) and made available so that people find it on their own.
When marketing strategies are conceived and executed according to plan, the result is often more votes.
Marketing powerful messages through strategy
Marketing in politics is becoming ever more powerful, yet parties don’t necessarily have to spend more to make it work.
The examples which we have drawn upon support the notion that the size of your audience and the power of your message is driven largely by the quality of your marketing strategy.
Not only can marketing sway an election, it can win an election.
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