Target communication
As stated earlier, many candidates have been extensively making use of mass media marketing via mobiles in order to get their message across. Mitt Romney is one of these individuals and he has been using mobile advertising for his presidential campaign at both the targeted and the national level. He encouraged users to download apps, through a video, and such marketing can really go a long way in communicating with the voters.
This kind of advertising is aimed towards voters or consumers to download an app and with a more targeted and larger reach; an iAd campaign in this way is almost a sure shot way of guaranteeing success.
With the success of this effort on a large scale, with a few tweaks the same level of success can be achieved at a smaller scale. If this initiative was used at a small scale, two advantages come to light; the candidate being able to focus on a group of voters with the content ultimately becoming unique and also the fact that voters or consumers may be more likely to respond to the ads if they have a personal touch.
Even Obama has been reported to have been investing more cellular ads in his campaigns along with a large number of online ads. The success rate of such efforts speaks for itself.
When it comes to targeted campaigns, politicians need to sit down and think about what kind of a tactic they want to use; is it geo fencing or geo targeting? A geo fencing technique makes use of targeting a broad area for the ad such as the entire city. In comparison, geo targeting will target the area in the city where the ad will be accessible to a small number of citizens.
For politicians this means that they have more time to tweak and refine their message for the voters with the content being target specific, location specific and applicable to one district.
Hallinan says that although results on Election Day when revealed will definitely be a significant achievement, but what will be even more interesting is the fact that this year’s talk will be all about geo targeting just like SMS marketing was the hot topic of the electoral process back in 2008.