The digital marketing engine behind Barack Obama’s presidential campaign got him elected. It also revolutionised political campaigning forever.
By forming a direct digital connection to 13 million supporters, Obama was able to raise hundreds of millions of dollars in small donations, circumvent mainstream media, customise messaging, and give millions of supporters the tools and information necessary to drub John McCain’s campaign at the local level.
Can the same tools be used in corporate marketing?
Yes, says Thomas Gensemer.
Gensemer runs Blue State Digital, the consulting firm that designed and ran Obama’s online fundraising and marketing effort. In this interview, he explains how the digital-marketing techniques underlying the campaign are now beginning to revolutionise corporate marketing.
The interview is part of our video series on Innovation, which is sponsored by Mercedes-Benz. We will be also posting excerpts over the next several days.
Produced by Bright Red Pixels.
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