Campaigns Need New Media in Multichannel Mix

Although the 2012 election's partisan messages may be familiar, they are delivered in unusually diverse ways this time around. Indeed, an integrated, multi-channel communications mix is the hallmark of the tight Presidential race and has key lessons for candidates, causes and corporations moving forward, asserts a recent blog post by marketing pro Ernan Roman. Traditionally, TV, print and radio have been the mainstays of presidential campaigns, but they're no longer enough to engage today’s multi-channel public, the blog notes. Social media sharing, mobile fundraising, and online ads are essential parts of the media mix for campaigns now. To underscore the point, the blog post points to recent Borrell Associates research that found that while candidates still primarily use traditional media, campaign ads dropped from 61.9% to 57.3% for TV since the 2008 election, while online media received six times more funding than it did in 2008. Conclusion: Power up all elements of the media mix if you want to engage today’s multi-channel consumers! For more, see the post at http://ernanroman.blogspot.com/2012/10/the-election-multichannel-marketing.html