How Effective Is Using Mobile Marketing For Elections?
Mobile Marketing and Politics began its most famous of partnerships in 2008 with Barack Obama and his race for the Presidential seat in the White House. Obama embraced mobile marketing into his political campaign with great gusto and ultimately, with great success. What Mr. Obama saw was the very future of marketing – a way to interact with the people as traditional advertising had never done before. He reached the supporters and the “undecided voters”; he brought out those who perhaps would not normally have voted. He garnered donations, support and his Change message reached more people through mobile than he could ever have hoped for. After all nearly every American has a mobile device of some sort, so what better way to get closer to the people. Success! But is Mobile Marketing an effective tool solely during election time?
Well, after using Mobile Marketing for one’s campaign, as some Politicians have already done to great effect, there is then the marketing equivalent of gold to consider – that is, the opted-in mobile database of voters and supporters you will have acquired and how best to use this data to good effect during the term of office.
Mobile Marketing after an election can be just as effective as during the election itself. The Politician can give and receive feedback and the relationship between himself and the voter can be ongoing. That is the uniqueness of this type of marketing – it’s not just a one-way pitch. Working with a mobile marketing vendor, the Politician will have a useful system set up with an in-house database with vital data, voter profiles and so on. This will be important during his time in office and in the lead-up to his next campaign.
Even US Secretary of State Hilary Clinton has embraced mobile marketing technology, this time as a way of benefiting natural disaster victims globally. She urges Americans to join her in texting donations and show their generosity.
Hilary Clinton has herself enthused about mobile marketing technology, as a way of benefiting natural disaster victims globally. She urges Americans to join her in texting their donations and show their generosity. She’s getting her message across via mobile, too. Mobile marketing has a place in politics year-round and not just during election time.
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Mobile Marketing In Politics
For those of you already familiar with Mobile Marketing techniques, if I were to mention it in the same sentence as Politicians, you would no doubt immediately think of US President Barack Obama. His highly successful use of a Mobile Marketing campaign in his run up to the Presidency is touted as one of the reasons he did in fact win. It is said that his use of this new media helped mobilize the electorate to get out and vote. As a result, most of us have heard of his Change message. Mr Obama aside, have (other) Politicians effectively used Mobile Marketing?
Politicians don’t necessarily have to be running for the top job to use this type of marketing but the right campaign strategy can be the difference between win or lose, especially in a tight-fought-for race. That is why savvy politicians are using text messaging to reach the masses and are achieving better results through polling, voting and viral social networking. Many will use mobile marketing companies to do the job for them, reaching voters through SMS by acquiring a short code number. It’s extremely simple to set up and operate and the results are phenomenal.
Mobile marketing for Mr Obama meant that through the use of SMS messaging, he was able to rally attendance when he was in town, request donations and at the end of the campaign send a “thank you” SMS too. It is said that Mobile Marketing had a markedly positive influence on the eventual result. That was 2008, so how are Politicians effectively using mobile marketing today?
Well, Massachusetts Senator Scott Brown also used a mobile marketing campaign successfully more recently and now that he is elected, continues to SMS voters and supporters about the work he is doing whilst in office. He is cleverly engaging with voters throughout his political cycle, keeping it personal and to great effect.
So, since President Obama’s success, mobile marketing is seen as a must-have by marketers for those running for office. By way of contrast, it is thought that the absence of mobile marketing in the US mid-tem elections earlier this year meant that many campaigners failed to get their political messages across and thus were unable to reach vital voters, so reinforcing that mobile marketing must surely have a future in forthcoming successful political campaigns.
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Does Mobile Marketing Have A Place In Political Advertising?
Mobile Marketing is fast becoming a phenomenon in the way advertisers are now marketing their products, services and campaigns. Never before have consumers been so easier to reach, day or night and in such a personal way. But whilst its effectiveness in the world of commercial advertising is becoming plain to see, does mobile marketing have a place in political advertising?
Commercial advertising has long been a central feature of the US culture and is more prevalent than ever now in European countries and in many of the developed Asian countries. In the past few decades, political advertising too has increasingly become an essential tool in campaign strategies particularly for Presidential campaigns. But have traditional advertising methods given way to mobile marketing? Well, the answer is a resounding YES!
Television, Radio and the Internet may well take credit for propelling Obama into our living rooms but it is the use of mobile marketing that brought him to the people in the most personal form of advertising yet. Team Obama packaged their candidate as the change agent and then using that most personal and powerful medium of all – mobile- they succinctly got their message across
Obama’s campaign ran his mobile marketing campaign using two simple mobile platforms; the 62262 (spells OBAMA) common short code and the http://obamamobile.mobi or http://m.barackobama.com websites. Obama’s use of mobile was thought to be an important part of his Change message. Distributive Networks worked on the SMS effort to great effect, collaborating with SinglePoint for the creation, launch and management of the interactive mobile campaigns utilised.
In contrast, it is thought that the absence of mobile marketing in the US mid-term elections recently, resulted in many campaigners failing to reach voters with their political messages. What could be more convincing?
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