Now, when we talk about the different campaign strategies implemented, these two have played a major role in determining the position of the political party during elections i.e. traditional campaign and digital campaign.
Direct marketing is done through banners, speeches, rallies, door-to door advertisement about the campaign. It also largely helps during the election to gain voters.
Traditional way is where political campaigns are done in a very conventional manner.
They include flyers, radio, television and spreading the information about changes in campaign through word of mouth.
These methods have served their purposes to most extent in the earlier period as they mostly focused on the rural population. But, the same will not be as effective now as it was formerly.
Cities also form the major percentage of voters. To gain their support, political parties need to come up with new and innovative strategies.
Also, due to the increase in usage of internet and social media, it becomes imperative now-a-days to use digital medium to promote the political party.
Digital media has seen a tremendous growth in the last decade.
It has become a platform for every little information to reach billions of people within a short period of time. This can be promising to political parties to increase their support.
Internet and Smartphones:
Twenty years ago, no one knew anything about internet. But, now we see fewer people without a smartphone or an internet connection in it.
Internet changed the thinking of people substantially. There are about 320 crores people around the world using internet and about 200 crores of them are from developing countries.
In India, about 47.8 crores people use smartphone with internet and this is an everyday growing number.
Imagine, the number of people a political candidate can influence just by posting information about his campaign on Facebook, twitter or by uploading a video of rallies on YouTube which can be seen by many people without wasting much resources.
Internet and smartphone are a game changing strategy to get support of people.
Advantages of digital campaign over traditional campaign:
Traditional campaign has been a part of the methods used by political parties for years.
They have targeted certain census of people. Traditional way of promoting is done through mediums like radio, television, pamphlets, and rallies and through word of mouth.
These have been an effective way for the better part of time. However, as a result of social media, there a numerous way through which a political party can now advertise their campaign.
Social media sources like Facebook, Twitter, Instagram, blogs, YouTube and various other means have come up and changed the traditional format.
Social media tools can reach millions of people with little effort and are cost effective as compared to huge amount of funds spent in publicity and advertisement of the campaign. People can view videos, articles and photos about the campaign in their own time.
This helps them in growing their supports in a much larger scale when compared to spreading information about their agenda going door-to-door.
More than 80% of people use social media in their day to day lives. A political party candidate can go online for video chat or can start a blog with their agenda to increase their reach and take feedback from people.
Political parties can also keep tabs on each other and about the progress of a candidate. They can know the variation of polls that are made by people on these media sources.
A political party can research on the current trends, study the people views and patterns. It is long dive from where politician mainly relied on to prepare poster, banners, cardboard cutout and personal visits to win over voters.
Social media need small strategies but they go a long way in increasing the public image of a candidate.
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