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A Changing Digital Media Landscape for Campaigns

The 2018 Midterm Election season is now in full swing; campaigns of all types are preparing for a trying political season where successful fundraising and get out the vote (GOTV) drives are dependent on utilizing digital media verticals.

Whether it’s direct email marketing or targeted social media advertisements, digital is an important component to your campaign.

3 tips to consider 

  1. Digital is the new traditional: For years, traditional marketing–print, television, and radio–have dominated the spaces of GOTV and activism. According to Recode, digital spend reached $209 billion over TV’s $178 billion in 2017. With digital, you only pay when someone interacts with your ad, so you know you’re getting value, instead of views from glassed over eyes, waiting for Kitchen Nightmares to come back on.
  2. Don’t forget Digital GOTV: Robocalling, phone banking, and door-to-door efforts are still intrinsic strategies for GOTV efforts; however, augmenting these old school strategies in your advocacy operations with digital would go a long way. You need to initiate contact with people who first visit your organization’s social media and stay connected. Maintaining continuity can be accomplished through integrating social media with email campaigns or by posting content on various outlets simultaneously through social media management tools.
  3. Short, well-informed content: Content marketing, call-to-actions, and short-form visual content are growing in popularity. Developing shortened video spots, for example, can be an attractive option for briefly grabbing your viewers attention. By creating this type of  shareable social content, you’re generating top-of-the-funnel awareness of your brand which can be leveraged to drive traffic to your website and lure people in. Subtitled videos that are 1 to 2 minutes in length are growing popular on Facebook. These videos, like normal posts, can be monetized and gather 38,113 on average per video, according to Locowise.

An “omni-channel” campaign

One of the key takeaways to adapting to an ever-changing digital media landscape is to consider an omni-channel approach to running your campaign’s marketing and communications strategy. Omni-channel marketing is a strategy option used in sales and retail to approach customers through a multi-channel approach to offer a seamless experience.

If you’re running an effort to get people to donate, your older audience might be more likely to pick up the phone than a younger audience, and your younger audience might be more likely to donate directly via Facebook.

These channels include digital, telephony, and in-person interaction. Applying these basic principles to your campaign will result in a strategy built around multiple mediums including direct mail, email marketing, social media, robocalling, phone banking, door-to-door, etc. Even developing an omni-channel experience through Pay-per-Click advertising on outlets including Google Adwords, YouTube, or Facebook can go a long way.

Other Resources

What To Expect From Digital Media In 2018 – Campaigns & Elections

Technology is Revolutionizing GOTV: Here’s How – NGP Van

Digital Marketing for Political Campaigns – Mitro Digital Marketing

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