POLITICAL MARKETING, Definition, Examples
- 2. POLITICAL MARKETING BY: ALTHEA FAITH P. ALFANTE LESLIE DERAMA AMY JUBAN MARK LESTER AMACNA
- 3. POLITICAL MARKETING Political Marketing is a relatively new phenomenon, but it has flourished in the last decade (Scammel, 1999). Political parties from all around the world are understanding the importance of political marketing and they use it in order to build a cohesive and positive image for their pre-election - and not only-campaign (Baines, Harris & Lewis, 2002).
- 4. POLITICAL MARKETING Some of the marketing processes are; the analysis, the development, the execution and the management of strategic campaigns by politicians, parties, governments and other organizations that want, among others, to guide public opinion to their advantage and win elections, taking into consideration the desires and needs of selected groups of individuals in a society. (Newmann, 1999).
- 5. POLITICAL MARKETING In simple definition, Political marketing is the use of marketing strategies and tools to promote political parties, candidates, or ideas. It treats candidates and policies as 'products' marketed to the public. Aims to influence public opinion and behavior for elections or governance.
- 6. PURPOSE: Win public support Communicate policies Shape and maintain reputation Mobilize voters Influence decision-making in democratic processes
- 7. MARKETING TOOLS USED BY POLITICAL FIGURES Branding — Creating a consistent and memorable identity (e.g., logos, colors, slogans, party values) Slogans— Short, catchy phrases that convey key messages (e.g., "Yes We Can", "Build Back Better") Media Campaigns — Using TV, radio, social media, and print to reach audiences Public Relations — Press releases, interviews, events, image management
- 8. MARKETING TOOLS USED BY POLITICAL FIGURES Opinion Polling — Researching public perception to shape campaign strategies. Digital Marketing — Targeted ads, hashtags, memes, livestreams, email campaigns.
- 9. REAL WORLD EXAMPLES International • Barack Obama (USA) – "Yes We Can" slogan, social media microtargeting Obama’s 2008 campaign revolutionized political communication through hope-driven messaging and advanced data analytics. Microtargeting allowed his team to tailor messages to specific voter demographics via platforms like Facebook and email, making outreach more personal and effective. • Narendra Modi (India) – Hologram rallies, WhatsApp outreach. Modi used cutting- edge tech like holograms to appear in multiple locations simultaneously, creating a futuristic and omnipresent image. WhatsApp outreach helped spread messages quickly in rural and urban areas, capitalizing on India’s massive mobile user base.
- 10. REAL WORLD EXAMPLES Local • Bongbong Marcos (Philippines) – TikTok, YouTube, "Unity" branding. Marcos leveraged short-form and long-form video platforms to appeal to younger voters and reshape public narratives about his family’s history. The "Unity" branding framed his campaign as inclusive and forward-looking, downplaying divisive issues. • Leni Robredo (Philippines) – "Kakampink" volunteer movement and visual branding. Robredo’s campaign emphasized grassroots activism and citizen involvement. The use of pink as a campaign color created a strong, recognizable identity and symbolized hope, compassion, and change. Volunteers played a central role in spreading her message organically.
- 11. REAL WORLD EXAMPLES • Rodrigo Duterte (Philippines) – "Tapang at Malasakit", viral Facebook campaigns Duterte's strongman image was supported by aggressive digital strategies. His slogan ("Courage and Compassion") appealed to populist sentiments. Viral content on Facebook helped him dominate online discourse and attract a loyal, vocal supporter base.
- 12. ETHICAL CONSIDERATIONS Risk of misinformation and fake news There is a danger that false or misleading information can be spread intentionally or accidentally, especially on social media or digital platforms. Data privacy issues with microtargeting Microtargeting uses personal data (like browsing history, location, interests) to deliver highly personalized ads or messages.
- 13. ETHICAL CONSIDERATIONS Manipulative emotional appeals Messages are crafted to exploit people's emotions (fear, anger, hope) rather than relying on facts or logic. Astroturfing and fabricated public support Creating fake grassroots movements or public support to make it look like many people support a cause or idea, when they don't.
- 14. INFLUENCE ON PUBLIC OPINION Shapes issue importance through agenda-setting → Media and political messages decide which topics are discussed most. This makes people believe those topics are the most important, even if they’re not the most urgent. Reinforces narratives via repeated messaging → When the same message or idea is repeated often, it becomes more believable and accepted by the public. This is a tactic used in political campaigns and advertising.
- 15. INFLUENCE ON PUBLIC OPINION Creates echo chambers on digital platforms → Social media can trap users in communities where they only hear opinions that match their own. This limits exposure to opposing views and strengthens biased beliefs. Builds emotional connection between voters and candidates → Media and campaign messaging often use emotional stories or imagery to make voters feel personally connected to a candidate, increasing support and loyalty.
- 16. POLITICAL MARKETING CHALLENGES 1.Voter Saturation: In the digital age, voters are bombarded with constant information, making it increasingly difficult for any political message to stand out and make a lasting impact. 2.Evolving Media Consumption: As media consumption habits shift, particularly among younger demographics, campaigns must adapt to new platforms and technologies to reach their audience, which can be complex and costly.
- 17. POLITICAL MARKETING CHALLENGES 3. Data Privacy Concerns: With growing awareness and regulation around data privacy, political marketers must navigate the fine line between personalized messaging and respecting individuals’ privacy rights, often limiting access to valuable voter information. 4. Misinformation and Trust: The proliferation of Misinformation on social media and other platforms has led to a general erosion of trust in political messaging, making it harder for authentic messages to be believed and acted upon.
- 18. POLITICAL MARKETING CHALLENGES 5.Polarization and Echo Chambers: Increasing political polarization and the formation of echo chambers, particularly online, mean that messages often reach only those who already agree, making it challenging to persuade undecided or opposing voters. 6.Regulatory Compliance: Political campaigns must adhere to a complex web of regulations regarding funding, advertising, and data use that vary by country, state, and even locality, complicating campaign strategy execution.
- 19. POLITICAL MARKETING CHALLENGES 7.Rapid News Cycles: The fast pace of news cycles can quickly render a well-planned campaign message irrelevant or off-target, requiring constant vigilance and the ability to pivot strategies immediately. 8.Cybersecurity Threats: The increasing threat of cyber attacks on campaign infrastructure, including data breaches and hacking, poses significant risks to both the integrity of the campaign and the safety of voter information.
- 20. POLITICAL MARKETING CHALLENGES 9. Resource Allocation: Deciding where and how to allocate limited campaign resources across a diverse and fragmented media landscape while ensuring optimal impact remains a perennial challenge. 10.Measuring Impact: Quantifying the direct impact of political marketing efforts on voter behavior and election outcomes can be elusive, making it challenging to evaluate campaign effectiveness and adjust strategies accordingly.
- 21. POLITICAL MARKETING STRATEGIES 1.Television Marketing — Running an ad campaign on TV is one of the most efficient political marketing strategies. 2.Negative Marketing — Negative campaigning against an opponent remains of the most effective strategies in modern-day politics. Political candidates create ads that highlight the shortcomings of their opponents in an attempt to sway voters. 3.Direct Mailing — While we are living in an era of social media marketing, direct-mailing continues to be one of the most effective political marketing strategies of all time. Direct mailing, including fliers, is a preferred medium to target older voters.
- 22. POLITICAL MARKETING STRATEGIES 4. Fundraising — Organizing a fundraising event can help political candidates raise public awareness about their manifestos while soliciting donations. 5. Digital Branding — Creating a detailed website can help provide voterswith in-depth insight into your views and the issues you support. From website to social media platforms, tweets and posts, to live webinars and sessions, there are numerous ways to spread the word and establish a brand for yourself that voters identify with.
- 23. POLITICAL MARKETING STRATEGIES 6. Data is the King — the one-size-fits-all rule does not work in politics anymore. Political candidates must let the data do all the talking for decision-making. Just like marketing strategies for any other industry, politics rely on data, numbers, and analysis of voters’ behavior, needs, and wants. 7. Ads with a Human Touch — As a politician, you must appeal to the voter’s values and needs while establishing an emotional connection with them.
- 24. POLITICAL MARKETING STRATEGIES 8.Live Engagement with the Public — Live videos, webinars, and communication have taken the political world by storm. Live streams on social media platforms and websites can now act as an alternative to a traditional advertisement and news broadcast. 9.Fact-Check Before Publishing — Checking facts for accuracy can help build a credible image amongst the voters.
- 25. POLITICAL MARKETING STRATEGIES 10. Target Young Voters — Young voters can be easily overlooked, but this age group can make a huge impact on your campaign. You can use various political digital platforms such as Snapchat, TikTok, or Instagram to attract Gen Z voters within your constituencies. 11. A Non-Partisan Post Never Harms Anyone — While politics and elections are a cut-throat business, you can always find time for a little bit of positivity and adopt a non-partisan approach.
- 26. POLITICAL MARKETING STRATEGIES 12.Learn, Adapt, Repeat What’s important is to collect data from the current election campaign and past ones and use it to your advantage in the next one. The trick is to learn from the data, adopt the changes, and execute for better results. It’s a continuous cycle, so you must never stop learning.
- 27. TARGET AUDIENCES IN POLITICAL MARKETING • Undecided Voters: Swing voters are the focus of persuasive campaigns. • Youth Voters: Engaged via digital content and social media. • Loyal Supporters: Mobilized to promote and defend the candidate. • Marginalized Groups: Often targeted with promises of inclusion or reform. • Influencers & Opinion Leaders: Their endorsements sway public perception.
- 28. THANK YOU for your attention! Questions and discussions are welcome.