As the 2012 election heats up, candidates are more and more reliant on mobile engagement, says a new article in Mobile Marketer. And while increasing smartphone penetration allows for a lot of play with apps, the article reminds that “SMS reigns as the channel with the broadest reach, which is especially important for political candidates looking to reach a mass amount of voters.”
A politician’s text messaging campaign can’t just be a clever gimmick, however. As Mobile Marketer notes, the Obama campaign set the bar 4 years ago – and it’s up to politicians today to surpass that benchmark. Political campaigns need to step up their outreach if they want to truly capture the attention of their base. The article in particular cites Barack Obama’s 2012 campaign, which works with Mobile Commons, for their innovative use of SMS to connect subscribers with a mobile web store, where they can purchase Obama-related merchandise.
Furthermore, mobile can be more than just a great way to rally the base. A mobile initiative can create an enduring relationship with new supporters, who the campaign reaches at events or through their media. The article quotes our General Manager, Amanda Moskowitz on the way in which political campaigns use mobile to turn a brief connection into an enduring relationship
“For political candidates, mobile messaging is a powerful way to grow a base of supporters from their media and events,” she said. “Candidates can then affect important outcomes through mobile messaging with these groups, such as rallying people for more local events, motivating them to get out the vote, prompting a donation and many other forms of effective engagement.”Read the full article, entitled “Mobile will play pivotal role in 2012 political campaigns,” here.