In a previous post on SemGeek.com entitled "Study: Search Marketing In Prime Spot To Play Major Role in Political Spending" I discussed the great opportunities that awaits for the Search Industry to get a bigger piece of the campaign spending pie. The only thing in our way is convincing the Politicians and Campaign Managers to see the value in all that the Search Industry has to offer. Especially the "high level" online strategies that can be created, implemented, tested and reported on in Paid Search. If we can convince them of that, then we will strike that "all important" commonality of getting a greater ROVP (Return On Voter Participation). However, it is that same messaging power of the web that also scares them to put more money into it. But over time, Analytics and actionable data will change their minds.
To help reinforce this skepticism, acccording to this study done by Borrell Associates which states “The jury is still out regarding the Internet’s effectiveness for reaching and targeting the undecided,” the report read. “There is a fear that their message may end up going to an unintended recipient. Consultants would need to be convinced of the accuracy of this type of direct advertising reaching and persuading the intended targets before they would find sufficient value to devote much money toward it.”
Who's Helping To Get This Message Out:
I have been fortunate enough to be a part of a new company called CampaignGrid which is headquartered in Philadelphia, PA where the goal is to not only educate and persuade the massive opportunities in SEO, PPC, Social Media, Analytics and Testing, but also drive measurable results that help the candidates, non-profits and charitable organizations who need help. In a nutshell, it's all about Raising Money, Advertising and Organizing Online to drive the best possible results. Results consist of online donations, capturing information from volunteers and cross channel support.
Here are just a few of the things we are doing at CampaignGrid:
- Behavioral Targeting with Interactive Video and Transactional Banners
- Using PPC to persuade voters of all parties on the candidates messaging.
- Counteracting negative campaigning tactics (which is essentially reputation management)
- Testing different messaging tactics across different Geo and Demographic audiences.
- Creating streamlined data flow processes to maximize the effectives of all online advertising
- Implementing robust analytics tracking to provide political campaign managers with everything from the amount of donations and volunteer submissions on any given day to how effective specific PPC campaigns are doing against others.
In conclusion: There is a big perception problem with political parties that the Internet is a very dangerous playground and it's easier to spend millions on traditional media such as TV, Radio and Print. However, we can bridge that gap by simply educating the political arena that Search Marketing is not only much more cost effective, but it is comprised of "cutting edge" strategies, best practices and highly detailed analytics which allows for a greater understanding of how the campaign's money is being spent.
As an old Mentor used to tell me you need to tell clients "Fish where the Fish are!" It doesn't get any easier than that in Search.