What is Political Marketing

Political marketing is the process through which the techniques, customs, and tools typical of marketing find their application in political scenes and campaigns.

In particular, political marketing elevates what has always been a key concept in politics: communication.

As with many other branches of marketing, there is a goal to be achieved and a clear target audience.

The finish line for political marketing is the success of an individual politician or an entire political party.

Therefore, it will be vital that the marketing strategy pursues votes rather than elements such as loyalty or brand awareness (at least not in their most classical marketing sense).

From such a perspective, people are still prospects, votes are the leads, and the candidate is the product to be highlighted against the competitors.

How to Run a Political Marketing Campaign

Just like with many other products in equally diverse situations, political marketing also involves a set of choices to be made and a series of elements to keep in mind:

• Internet: If once the symbol of politics was the charismatic party leader who ignited crowds in public squares, today all this has shifted to the web. Faster and more visible, the web allows political figures to reach far more people than would otherwise be possible in physical locations. For this reason, it constitutes an indispensable element of any well-conceived political campaign.

The moment of purchase: a political campaign can precede the actual voting by several months. The vote is the culmination of the political campaign, and it is where the real effectiveness of the campaign itself is measured. We could almost consider it as a sort of extended Zmot. Since the ballot boxes represent the final act of the political campaign, it is essential that all prospects are converted into leads (voters) before that moment.

The values: As with any product, more or less unconsciously, people choose the product (or in this case, the candidate even more so) that most closely aligns with their values and ideals. Therefore, a politician who wants to break through and win over as many voters as possible must tap into these values.

Clarity: When speaking of clarity, it's not just the comprehensibility of the message that is meant to be conveyed, but also its legibility, that is, its form. A discourse articulated through simple, understandable sentences and devoid of ambiguity will be much more effective and easier to understand. Conversely, a discourse with the same underlying message but expressed in a more polished and lofty language could even give the listener the impression of being inadequate to understand that message, in addition to completely deviating from the goal of captivating that listener.

It is important at this point to make a due consideration before turning to the conclusion.

The world of the web has represented a revolution in the way politics is done, obviously.

Politics is one of those fields where, as much or more than in other areas, the web represents a double-edged sword.

It is always wise to carefully weigh what is said or written, whether it's in the form of a text post or video on a social network.

If it's true that the number of people reached is very high, it's also true that the shareability rate is equally high.

Saying or writing something that can be misunderstood, or to put it more simply making a slip-up, would represent a real disaster for the entire political campaign.

This is because, due to this very high visibility, the candidate would be profoundly marked.

Not to mention how competitors normally take advantage of their political rivals' mistakes as much to discredit them as to promote themselves.

In conclusion, it's important to know what a political campaign is and how to think about and implement it.

Even if the candidate is a very charismatic figure with an already significant electoral following from the start, he cannot and must not make the mistake of improvising.

The best choice in these cases is to rely on industry experts, who know how to optimize the candidate's communication to the fullest and lead them to achieve their political goal.