Santa Monica, CA (PRWEB) September 06, 2012
GOTV mobilization is one of the most challenging and critical aspects of a campaign. How a campaign allocates its resources in this late and critical stage of the election can make the difference between winning and losing. There are so many questions to address, should we hit the field with another mail piece or do we do another ad buy? What about a paid canvass? There are so many considerations that it can be a challenge to get the correct mix of ingredients.
While it might be tempting to wait until the last two weeks of a campaign cycle to do a big push, it is unlikely that such last minute outreach will be able to penetrate through the clutter of GOTV messages that are vying for a voter’s attention. Campaigns need to be more strategic about how they target voters and the time frame they deliver these messages.
Campaigns are becoming more strategic in the targeting of their message through cookie-based online digital advertising. Online political ad networks are by no means a new concept, but the use of data aggregation from user web browsing that is matched with voter file data, allows advertisers to deliver highly targeted political communications.
These ads rely on tracking a user’s browsing history. The sites that a user visits are tracked with web based cookies. A cookie is a snippet of code that follows the sites the user visits online. Sites use these cookies to identify what types of ads you would like to see. If you have ever visited an online pet store, for example, you might later encounter a “Pet Lovers for Obama” banner ad while browsing the web. In this case, the Obama campaign’s ad network is detecting your cookies to be able to deliver ads that are inline with your “interests.”
Once this browser data is matched with the data from the voter file campaigns can begin targeting their ads with the same precision of a direct mail piece and deliver the rich media of a television advertisement. If the campaign wants to target their “Pet lovers for Obama” ad specifically to politically moderate women who have voted in at least two of the last three elections, they can match their voter file records against their browsing data. To make their ad more engaging, campaigns can deliver streaming video and rich media.
To optimize a digital media strategy the campaign should reinforce digital ad messaging through field persuasion efforts. Just as digital advocacy has transformed the communication branch of campaigns, mobile has changed the way field programs operate. The unprecedented amount of voter data obtained through browsing history and voter file data allows campaigns to create a smarter and more personalized voter contact programs.
Mobile advocacy utilizes the computing power of smart phones to obtain faster voter id data and create more targeted voter contact universes. Mobile advocacy tool kits like Organizer.com, MiniVan, and 5ivePoints let campaigns create their own geo-located and highly targeted lists for canvassers and phone bankers without the volunteer ever having to step foot in at the campaign offices. A volunteer can canvass their friends and neighbors within their community and the campaign instantly receives voter preference data.
In San Francisco, the Ed Lee for Mayor campaign was able to use Android based mobile canvassing tools to target Mandarin speaking voters with Mandarin speaking phone bankers and canvassers. These personalized interactions undoubtedly have a more persuasive impact.
This high level of targeting allows campaigns to do innovative things like deliver dynamic scripts based on voter file data. At the doorstep, the volunteer can deliver a unique pitch based on the voter’s relevant voter file data.
To this extent, many of these tool kits cross match the contacts on a volunteer’s smartphone, which allows the campaign to connect volunteers with their own personal connections. As any political organizer will attest to, a personalized message from a friend or neighbor is more likely to have a persuasive impact on voting preference.
At the same time, these tool kits make volunteering much more easy and fun. Many of these tool kits have attempted to gamify the voter contact process. With a more streamlined and fun experience, volunteers are more likely to return to volunteer again and continue to help get out the vote for a candidate.
Cookie based targeted digital ads and mobile advocacy devices will undoubtedly change the way campaigns function this election cycle. Integrating these technologies will pay dividends by the time it comes to get out the vote in November.
With CallFire’s powerful text marketing platform, any campaign can reach thousands of voters immediately and get near instantaneous feedback.
For more information, visit http://www.callfire.com or call 877.897.FIRE.
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