By Olawale Ajayi
The last campaign of Obama in 2012 was a huge lesson for everyone. It created a shift and future for political marketing as we know it today.
Donald Trump on the other hand came up with another strategy for this new political move. How did his marketing strategy change the political sphere? We will be looking at this today.
As we know, since the first campaign of Obama, his commitment to social networks is what earned him the pride of being the first president to tweet ( an extreme novelty at the moment that nowadays, and eight years later, it seems to us, obligatory for political campaign). In fact, in Europe we have seen how from the Anglo-Saxon candidates to the French in the last elections, all have been Internet users.
In today’s presidential campaign, Trump teaches that rules or mistakes are no longer to become the keys to interaction and organic growth.
His excessive language, his attacks on opponents, and open talk are the keys to being present every day in the media without having to spend millions. It seems that Trump knows how to give very good content to the media and citizens to always be in the forefront in both traditional media and social networks, making him become viral himself. This infers that as a politician that has a business with winning, you have to have a personal plan even if you are going to use a general plan or platform for your campaign.
Looking at social media, it is an over-emphasis to say that actions go viral (at the speed of light) there and the political strategists have to make a well planned decision in other to have profitable audience.
Twitter is the king of communication campaigns at the moment, and it stands in space of competition with the major media. If you have noticed, you will realize that even the traditional news media quotes tweets from twitter. This should make you begin to think about the importance of this platform.
Any candidate who wants to win has to have his own profile, whether or not he is directly managed so that it will be natural. It is also obliged that the campaign team is monitoring Twitter, to pay attention to responses in this network to offline interventions.
The rites of a rally, the procedures of the campaigns, have been transferred to the networks. A five-party twitter can replace an electoral debate; gives the possibility to choose questions by the candidates and allows any user to launch a question to a candidate without intermediaries, and filters.
Labels that identify topics or activities on the networks are very important in the campaign, as they are this new world’s slogans. For example, a #fourmoreyears, label of Obama’s first speech after re-election was raised as an identifier of an entire program for four years of government.
The image is showing itself, again, as the best messenger. The YouTube accounts of the candidates are becoming increasingly important; they reveal themselves as the television of our day, without having to go through the sieve of the publisher.