Bruce I Newman and I discuss the last few elections and this cycle. How did Obama take 2012? Why is the establishment losing. But more importantly how can you use this knowledge for your business?
There's a marketing revolution taking place in politics right now, one where the old rules don't matter and where new rules are being tested every day. Providing an analysis of the innovative marketing methods that have been developed in the political arena over the past decade - particularly those mastered by the Obama campaigns - is THE MARKETING REVOLUTION IN POLITICS: What Recent U.S. Presidential Campaigns Can Teach Us About Effective Marketing by marketing expert Bruce I. Newman (Rotman-UTP Publishing/University of Toronto Press; January 2016).
Newman explains why technology - encompassing big data, customer analytics, micro-targeting, and social media - is at the heart of this political marketing revolution and examines the ways that organizations like Disney, Google, Procter & Gamble, and even the Vatican, have adapted similar techniques. “The political world has exponentially raised the bar on marketing. Organizations that ignore this paradigm shift do so at their peril,” warns Newman. In THE MARKETING REVOLUTION IN POLITICS, he presents seven lessons, based on recent U.S. presidential campaigns, that marketers in any industry can use.
• Follow the Marketing Concept
• Use Technology Strategically
• Integrate Research Methods
• Develop a Unique Brand Identity
• Create a Winning Advertising Strategy
• Build a Relationship With Your Customers
• Be Prepared to Engage in Crisis Management