HBO
How Facebook Helped Win the Presidency
Obama Campaign Digital
Jock Shares Intelligence Edge with Consumer Brands
Jock Shares Intelligence Edge with Consumer Brands
By Marc Dresner, IIR
There is no more
competitive, more brutal marketing arena on the entire planet than that which
determines the President of the United States'it's Thunderdome.
competitive, more brutal marketing arena on the entire planet than that which
determines the President of the United States'it's Thunderdome.
Granted, the POTUS is
not a laundry detergent, an athletic shoe, a soft drink or an iAnything.
not a laundry detergent, an athletic shoe, a soft drink or an iAnything.
But the POTUS is
still a brand, and an election is just a marketing campaign, only with
slightly higher stakes...
still a brand, and an election is just a marketing campaign, only with
slightly higher stakes...
Regardless of one's
politics, no one in the know can deny that President Obama's 2012 re-election
was a landmark achievement insomuch as it set a new bar in the deployment of
campaign intelligence.
politics, no one in the know can deny that President Obama's 2012 re-election
was a landmark achievement insomuch as it set a new bar in the deployment of
campaign intelligence.
In fact, the
consensus among experts of all political stripes is that the 2012 race was the
most data-driven presidential election campaign in all of history.
consensus among experts of all political stripes is that the 2012 race was the
most data-driven presidential election campaign in all of history.
The most successful,
influential consumer-facing companies in the world have mastered marketing.
influential consumer-facing companies in the world have mastered marketing.
This led me to wonder:
Are political marketers ahead of or behind their commercial counterparts?
Are political marketers ahead of or behind their commercial counterparts?
 |
| Gillea Allison |
So I asked Gillea Allison.
She and her colleagues
at the agency Blue State Digital were responsible for President Obama's digital
strategy, its execution and, ultimately, they deserve a lot of credit for the
campaign's outcome.
at the agency Blue State Digital were responsible for President Obama's digital
strategy, its execution and, ultimately, they deserve a lot of credit for the
campaign's outcome.
But Blue State doesn't just get presidents elected; its corporate clients
include Ford Motor Co., Google, HBO'
'We apply the lessons
we've learned to a variety of clients with a strict emphasis on rigorous
testing, analytics, and documentation to drive concrete actions and create
change,' Allison told The Research Insighter.
we've learned to a variety of clients with a strict emphasis on rigorous
testing, analytics, and documentation to drive concrete actions and create
change,' Allison told The Research Insighter.
In this episode of The Research Insighter, Ms. Allison
outlines:
outlines:
' The Obama 2012 campaign's digital philosophy and the
role data and analytics played
role data and analytics played
' How Facebook opened the door to 98% of the U.S.
population
population
' How the Campaign's Targeted Share App changed the game
' And why companies and organizations'commercial and not'should
borrow a page'
borrow a page'
Editor's note: Gillea
Allison will be presenting 'The Youth Vote and Future Consumers: What Marketers
Should Learn from Campaigns' at The Future of Consumer Intelligence conference May 14-16 in San Francisco.
Allison will be presenting 'The Youth Vote and Future Consumers: What Marketers
Should Learn from Campaigns' at The Future of Consumer Intelligence conference May 14-16 in San Francisco.
For more information, please visit www.futureofconsumerintel.com and download the brochure.
Register today and mention
code FOCI13BLOG to save 15% off the current rate!
Register today and mention
code FOCI13BLOG to save 15% off the current rate!
ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA's senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing researchers. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
