Despite nearly 8% unemployment, a tepid economy and millions of
dollars in negative advertising, President Obama managed to pull off a
sizable Electoral College win on Tuesday.
While Obama’s 2008 campaign is now seen as a real-world demonstration
of the power of social media, his operation four years later was much
more complex. The ’08 campaign is the stuff of textbooks, but the
lessons of ’12 are brand new. Marketers of all types studied Obama’s ’08
campaign and they would do well to take a look at his subsequent
mobilization effort. Here are some of the obvious lesson of Obama’s
triumph this time around:
1. It’s the Big Data, Stupid
Big Data may
have its flaws, but this election shows that it’s indispensable.
New York Times
columnist Nate Silver showed how crunching numbers can render most
pundits’ gut instincts irrelevant. The Obama campaign proved the same
for the marketer’s gut. As
Time
chronicled, the O campaign relied on a team of dozens of number
crunchers who made predictive calls on exactly the right type of pitch
to right the right type of voter.
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