Sunday, November 16, 2008 & modern online marketing

As the calendar flipped over to November 5, a new website emerged, I was one of many marketers drooling at the seamless transition of to the new presidential site. ClickZ questions whether this is a government site or whether it is a marketing site? Both. And isn't that wonderful!

Marketers' niche is rooted in the belief that strong communication can build relationships and meet goals (campaign goals, or in this case, a country's goal to rebuild itself). Effective, proactive, integrated marketing efforts of the Obama campaign have resulted in the connection with and motivation of a base supporters that respond to this multi-platform approach of communication (tv ads, email marketing, snail mail, guerilla, branded attire, social media, micro site fundraising, etc.) As the campaign closes and the transition team plans for Obama being in the White House as of early January, one wonders, what will come of this user generated content and database Obama's team has collected?

Effective database marketing once Obama is in office could be an effective way to continue to motivate the masses on a perceived one-to-one basis. Example: during the campaign, as we neared closer to 11/4, the personalized emails "dear jennifer" I received from Obama and his staffers somehow helped increase my connection with the candidate. It is the same vein as receiving an autograph personalized to you from a celebrity or as a child getting a note from Santa, "Wow, someone that important will write to ME?". It is a basic tactic, but could be a powerful tool once Obama is president.

Consider his database that has been collected through marketing efforts. He has full names, mailing addresses, email addresses, phone numberes, and perhaps has gathered information on the types of issues that resonate with you as a supporter. Perhaps on my file, at some point while registering on site it tracked that I was very interested in eco-related issues. How powerful if within his first month in office I receive customized email blasts that say, 'Hi Jennifer. I know you're passionated about the environment. Alternative energy is one of my top priorities as well. Click here to learn more about ideas we have to help solve our energy crisis.'

Further more, Obama's database can be utilized to motivate the masses that went door-to-door encouraing people to early vote, or the thousands of folks who assisted with polling or telemarketing campaigns. This base of volunteers currently are experiencing a void with the campaign being wrapped up, and Obama has an opportunity to pull the country together as a whole and focus energy on all of us working together through volunteerism to make it a better place.

Universal healthcare can't happen in a siloh. Efforts to help the homeless can't be achieved by a few volunteers. Database marketing combined with a motivated base can help Obama lead this country to accomplish great things and once again bring about a culture of togetherness and volunteerism. Being a communty organizer and an effective communicator is what this country needs to heal.

What a 'goosepimply' time to be alive in a country that is on the brink of being turned around... into something once again as Americans we can be proud of again.

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