Whatever your politics, this election race has been the smartest and most innovative since Howard Dean's low budget breakthroughs in Blogging For America. The Obama email programme is hitting target voters with an energy raising message programme for volunteering, grass roots activism in swing states and a constant call for funding that helped drive the legendary roadblock TV commercial. There's a type of integrated communications planning going on here which is truely exceptional, so chew on this. The Informercial isn't an isolated voter touchpoint, it's part of a rich and brilliantly crafted consumer journey that weaves different messaging tactics through each of the media channels. Email is delivering the twice daily punch and social currency, the website delivers the background and context, butthe infomercial was a missing link in creating the shared experience that would catalyse discussion and take loyal and undecided voters deeper on their journey into the Obama brand. In early 2004 Joe Trippi as Dean's strategist pioneered online campaigning; with Obama online election campaigns have come of age, and that's something else the polls will show on Tuesday.
Meadows-Klue on Media
Scattered postings from a hitchhiker's travel journal
The journey; on the road to the digital networked society
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Milestones
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- The magic billion Crossing the threshold of '1 billion people' now online worldwide.
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- Ebay addicts More than £4bn traded on eBay here this year, accounting for 1.3% of UK sales and an average of £3,000 per trader; latest news – the tax man’s interested in a slice!
- Broadband Britain Finally broadband home access outweighs dial-up, but spare a thought for the poor folks still on dial up.
Navigators
- "The future of advertising is the internet"
Bill Gates 27/10/05 - "It is happening now and is strong, rapid and large. [And there’s a] tremendous violence in traditional media as it continues to get displaced by digital."
Sir Martin Sorrell, 27/10/05 - "What is happening is a revolution in the way young people access news. Unless we awaken to these changes, which are quite different to those of 5 or 6 years ago, we will, as an industry, be relegated to the status of also-rans."
Rupert Murdoch, American Society of Newspaper Editors, 13/04/05
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