Saturday, 23 August 2008

Creating Channel Desire

...and building a decent list while you're at it.


The Barack Obama campaign has, rightly, been praised for its use of email, Twitter, Facebook, YouTube etc. The most recent example, the "Be first to know" ploy of having people submit either their email or cell phone number in order to be informed (before the official announcement) of the Vice Presidential candidate was classical in the sense that it created value in the direct (and interactive) communication channels. What the campaign further did was to initiate an ongoing conversation in the best way possible - saying something relevant and interesting to the other party. Perhaps the final lesson from this particular execution is the increasing connection between email and mobile marketing - both will have a place for some time to come but the roles they each play will change radically over the next two years.

10 comments:

free lotto game said...

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Rosetta Employee said...

Be the first to know?

You mean the VP pick that was leaked to news networks hours(6 or so of them!) before it ever went out by phone? And when it DID go out by phone it was at 3am? (just when people LOVE getting news)

THAT 'Be the first to know' program?

still rosetta employee said...

Gah. Ok one more.

Without going into crazy details, the democrat party was faced with the most winnable campaign in a very long time. They had every advantage. Despite that, the Dems managed to lose their lead and are neck and neck with what should have been a hopeless republican campaign.

This didn't happen because the democrats showed any kind of competence when it comes to marketing...

Obama's campaign may have used multiple channels to get it's message out, but the result has not been just plain dismal.

Mark Taylor said...

$401million raised by the campaign to date. ($245m for Hillary Clinton, and $171m for John McCain).
$200 million from the website alone (as of June 08)
$45 million raised on the web in February alone
more than 1 million user accounts on My.BarackObama.com
75,000 local events organized through the site
2 million phone calls originated from the site

Pretty impressive even if only comparatively.

Mark Taylor said...
This comment has been removed by the author.
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