Tuesday, September 23, 2014

Are Weak Mobile Efforts Hurting 2014 Campaigns?

Investing in digital and social media advertising is a basic for most campaigns and causes today. But are they paying enough attention to the mobile face of their efforts? A recent post for Streetwise Media's InTheCapital argues that many campaigns in the 2014 midterm races are missing out on votes and donation dollars because of weak mobile strategies. Post author Tess VandenDolder notes that too many political mobile sites are still slow and glitchy, with tiny hard-to-read text. Plus, volunteer and donation sign-ups require clicking on multiple links and filling out complex forms. That poor mobile experience can really undermine success, she asserts, because campaigns get roughly 50% of their online traffic today from mobile sites. Why haven't more campaigns followed in the footsteps of the 2012 Obama campaign's "Quick Donate" process, which accounted for $3 million in donations alone? It sent supporters text message solicitations and allowed prior donors to donate again with just the click of a link, since personal information was already saved in the system. VandenDolder posits that one reason current campaigns still lag in mobile development is quite simply the cost: An excellent mobile site can cost $12,000 to $16,000, she notes, which is a big chunk of change for smaller campaigns, especially for an effort that may be obsolete after the election. But in a time when mobile is ubiquitous, the return on investment is significant, and campaigns should think twice about leaving so much on the table by tossing away their mobile card. To read the complete article, go to http://inthecapital.streetwise.co/2014/09/11/political-campaigns-still-just-dont-understand-mobile-and-are-losing-money-because-of-it/

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