The online world is becoming more and more present in our sights and politics weren’t going to be an exception. Sending an instant message has replaced, in many occasions, the personal conversation and applied on a mass level has achieved results that have never been seen before.
The first election where there are undeniable traces on the results that digital marketing can obtain aren’t so distant. Just look at the presidential election of the U.S. in 2008 where Barack Obama became winner using-in a novel way-social networks, email campaigns, online content management, and surveys in conjunction with the traditional methods to maximize effectiveness.
In Mexico, in more recent times there have been examples of how independent candidates, like the governor of Nuevo Leon, Jaime Rodriguez or the local deputy in Jalisco, Pedro Kumamoto, are able to achieve greater political strength each time thanks to the digital marketing, due to them being able to reach an audience where previously only the big political parties had the capacity to do so.
As with the traditional political marketing, the objective of digital marketing is to increase the number of supporters that will translate into the generating of votes during the elections. This can be done through the two characteristics of a good online campaign:
If a digital marketing strategy is done right, not only will the political figure become more human and will lose the coldness and distance that is normally felt with governors, but it will also create real channels of communication where society is able to express its concerns which will help the political class do their job better.