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How Search Marketing Is Affecting Political Elections
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In the Kerry and Bush presidential campaign a few years ago, both candidates and their marketing teams seemed strangely oblivious to the importance of search marketing. Neither candidate posted paid ads on Google (GOOG) and Yahoo (YHOO) or other similar sites in order to woo voters to their political web sites.
Many experts in the field of marketing noted that if in upcoming elections the balance were tipped – if one candidate effectively used search marketing, while the other stayed behind and refused or failed to use the technology that might just tip the favor for one candidate. Some marketing experts believe that search marketing may be important enough to win an election.
Candidates Not Quick to Jump on Search Engine Marketing Bandwagon
Anyone involved in marketing for business can explain the importance of the so-called Google factor. Quite simply, a large proportion of the public – the voting public – are turning to search engines for information. Candidates can purchase – just like any business – phrases. That way, each time an Internet user searches for a phrase like “tax cuts” or “election,” the candidate’s advertising link will pop up along with other search results.
Most marketing experts agree that this is one of the most inexpensive and also one of the most effective ways to connect with potential customers – which in this case are voters. Voters are already going online to search for information about issues and candidates. Search marketing allows candidates to exercise some control over what Internet users are reading.
Without search marketing, potential voters could be reading anything – political blogs, personal web sites and media stories – about a particular phrase or issue. With search marketing, candidates can ensure that potential voters at least have the chance to click on the official candidate web site in order to find out directly about an issue.
The Howard Dean Campaign
Paid marketing was used by the Howard Dean campaign. The programmer lead for the campaign spoke highly of Google ads, which helped Dean get great returns on his advertising dollar. Dean’s is a rare case. One political consultant interviewed about paid search campaigns did not even know that the campaigns only cost money if the listings were clicked on. Obviously, there is a long way to go, especially if candidates are serious about appealing to a younger and Internet savvy public.
It Isn't Just Local Search Campaigns, Either
Local candidates for office can just as easily use search marketing to bolster their way to the office. And not all candidates have to pay in order to get search marketing results. Natural search campaigns can be just as effective for candidates, perhaps, provided that volunteers get involved enough to set up blogs, and web spaces that link back to a candidate’s official pages. Given the rules about promoting a campaign ethically, though, paid search campaigns are a much more natural progression from paid TV spots.
In the Kerry and Bush presidential campaign a few years ago, both candidates and their marketing teams seemed strangely oblivious to the importance of search marketing. Neither candidate posted paid ads on Google (GOOG) and Yahoo (YHOO) or other similar sites in order to woo voters to their political web sites.
Many experts in the field of marketing noted that if in upcoming elections the balance were tipped – if one candidate effectively used search marketing, while the other stayed behind and refused or failed to use the technology that might just tip the favor for one candidate. Some marketing experts believe that search marketing may be important enough to win an election.
Candidates Not Quick to Jump on Search Engine Marketing Bandwagon
Anyone involved in marketing for business can explain the importance of the so-called Google factor. Quite simply, a large proportion of the public – the voting public – are turning to search engines for information. Candidates can purchase – just like any business – phrases. That way, each time an Internet user searches for a phrase like “tax cuts” or “election,” the candidate’s advertising link will pop up along with other search results.
Most marketing experts agree that this is one of the most inexpensive and also one of the most effective ways to connect with potential customers – which in this case are voters. Voters are already going online to search for information about issues and candidates. Search marketing allows candidates to exercise some control over what Internet users are reading.
Without search marketing, potential voters could be reading anything – political blogs, personal web sites and media stories – about a particular phrase or issue. With search marketing, candidates can ensure that potential voters at least have the chance to click on the official candidate web site in order to find out directly about an issue.
The Howard Dean Campaign
Paid marketing was used by the Howard Dean campaign. The programmer lead for the campaign spoke highly of Google ads, which helped Dean get great returns on his advertising dollar. Dean’s is a rare case. One political consultant interviewed about paid search campaigns did not even know that the campaigns only cost money if the listings were clicked on. Obviously, there is a long way to go, especially if candidates are serious about appealing to a younger and Internet savvy public.
It Isn't Just Local Search Campaigns, Either
Local candidates for office can just as easily use search marketing to bolster their way to the office. And not all candidates have to pay in order to get search marketing results. Natural search campaigns can be just as effective for candidates, perhaps, provided that volunteers get involved enough to set up blogs, and web spaces that link back to a candidate’s official pages. Given the rules about promoting a campaign ethically, though, paid search campaigns are a much more natural progression from paid TV spots. |
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