Political marketing is a term that might not be familiar for you. Most likely, you haven’t only heard the term, but you surely have been the target of this marketing tool, Political Marketing. This goes beyond a public image survey of a particular character or a party.
Political Marketing is composed of a series of tools and strategies to generate a tendency towards a political figure or proposal.
In other areas, it seeks to influence the general perception of the population towards the government.
Just like 10 years ago social networks were a watershed for marketing, today these three trends will forcefully mark our work, so the challenge is to take a step forward, and not to stay on the road.
For more than a decade, several technology companies have opted for their research efforts to develop platforms that understand the user. And part of it is in knowing the products and preferences of the client to offer a better experience.
Some have focused on creating virtual assistants (very similarly Jarvis in Iron Man) that can respond to specific needs of users.
Other companies have focused on automating some marketing processes that could not be done otherwise by humans.
Marketing Automation is a methodology that uses software to automate certain processes within a digital marketing strategy.
Marketing automation processes can be of different types, from a response email after a comparison in an e-commerce site, to remarketing actions combining mobile devices, geo-location and social networks.
Launching campaigns that point to everything that moves or point to everyone, are a blast from the past.
Hence, more and more advertisers begin to leave behind traditional media to migrate their budgets to digital.
A trend that we will see grow in the short term is microsegmentation. This is, segmenting our target much more specifically, allocating small parts of the budget to each microsegmentation instead of putting everything into one.
Technology came with amazing improvements, and one that surprises even the most skeptical is Voice Search.
This refers to using the voice to search or surf the internet.
According to a Gartner study, by 2020, a 30 percent of internet browsing will be done without a screen and half of the searches will not use a keyboard to perform.
This can be achieved thanks to the fact that today, there are devices and software that allows you to talk “with the machine” with a colloquial language.
A very powerful and simple example to test this is Siri, the virtual assistant that Apple devices have.
Bruce Newman, PhD in marketing and professor at DePaul University in Chicago, Illinois, proposes the following definition:
Political Marketing is the application of marketing principles and procedures in the political campaigns of various individuals and organizations. The processes involved include the analysis, development, execution and management of strategic campaigns of candidates, political parties, governments and groups interested in influencing public opinion, advancing their own ideologies, winning elections and making legislation in response to needs and requirements of select people.
According to Dr. Luis Costa Bonino, an expert marketer, it implies a strong knowledge of the target audience and their way of thinking.
In addition, an approach to the psychology of the public to whom the strategy is directed, to appeal to their emotions, reasoning and way of thinking, conscious and unconscious.
According to Bonino, Political Marketing has more disagreements than points in common with Commercial Marketing.
He explains that, while is not as you think, only to make up the image of a person and carry out aesthetic and empty campaigns.
But to perform a true diagnostic exercise, analyze the information available on the electorate, conduct surveys, meet the public and generate campaigns and strategies that appeal to the needs and tastes of people.
A good political marketing campaign will consider the personality and essence of the candidate, the strength and alignment of the party to which he belongs.
On the other hand, the congruence of the message that the candidate wants to give, to offer a proposal that is attractive.
It is important that this be done without betraying the interests and ideals that this platform represents.
So, a good analysis of the electorate, will help align the needs and tastes of the target audience with the political platform to achieve as much compromise as possible.
She is the best political consultant in Latin America, a member of the Reed Latino Hall of Fame. She has won dozens of political and government campaigns: Gisela Rubach.
In her almost 30 years of career, where she has 300 campaigns – 32 of them for governor – and more than 20 governments advised in Mexico and Latin America.
The “master” also has, within her achievements, the formation of new professional cadres, since for 20 years she directs the seminar of Political Marketing of ITAM.
If you want to know more about Branding, you can visit our posts about digital campaigns that improve and increase the presence of the brand with tangible results.