Obama - the new digital web strategy
We've noted the widening gulf between Obama and Hillary's online campaign strategies, but according to one marketing executive, the Obama campaign is waging a digital strategy while the Hillary campaign is more along the lines of analog technology.
While both campaigns hope to eat each other's lunch through typical traditional media buys, Obama harnesses the full capabilities of the internet to his advantage, according to Rishad Tobaccowala, chief innovation officer of the media buying division of Publicis, the French advertising giant. For example, the Obama campaign uses email to keep supporters informed up to the minute on matters ranging from "Watch the debate now," to fundraising challenges synchronized to Hillary's own fundraising efforts.
While Hillary's strategy is almost entirely reliant on traditional media, the Obama campaign pulls in from the blogosphere and co-ops content that is not just campaign generated, effecting a more credible grassroots movement where people have a voice from the bottom up. One example is the Black Eyed Peas music video which garners over a million views a day and is featured on the Obama website, although not created by the campaign.
It seems Obama is more in tune with the idea that in today's digital world, the buyer is in control and he deftly adapts his message to this reality. His campaign uses the words "you and me" which are inclusive. Hillary's campaign is more in line with the seller is in control. Her language is "I and me", which in this new era of the wisdom of crowds is not resonating as well.
"Experience from day one" versus "We are the change we seek." What do you think? Which one speaks to today's digital reality?
