At present, political marketing has undergone a radical change, managing to impact younger societies, with the aim of taking the action plan on social networks and thus involving them in social movements with advantageous results for political parties., public officials, and also activists.
What is political marketing?
Political marketing is the set of research, planning, management and communication techniques that are used in the design and execution of strategic and tactical actions throughout a political campaign, be it electoral or institutional dissemination.
And based on the elements of political marketing: Message, money and activism. It has been implemented today because changes are constant in society and in politics it is pure adaptation. Electoral campaigns are their highest expression, at least those that really want to compete, those that try to mobilize their voters and those that are built with imagination and resources. There is no social or technological change that does not influence a campaign. The written press, TV, radio did. Today is the Internet where the most original and enriching dialogues that are frequently carried on social networks are produced.
It has three additional features:
- Mediatization: use of the mass media. Video politics: it is dominated by the image and audiovisual communication tools. Cyberpolitics: the use of digital technologies for political communication and mobilization.
The campaign team, which may consist of an inspired individual or a group of seasoned professionals, must think about how to get the message across, raise funds, and recruit volunteers. Propaganda is often limited by law, the resources available, and often the imagination of those responsible.
The implementation of social networks in the political marketing strategy has the advantage of reaching millions of voters by cutting the expenses of promotion and propaganda.
By implementing a political marketing strategy through social networks, benefits such as:
- Positioning of the image of the government, politician or candidate Reduced costs Recruitment of undefined voters Introduction and implementation of public policies Projecting the image of the politician or government beyond their field of direct performance Promotion in media with digital participation.
Many of them are the result of the new rules of the game that digital culture prints. They are not limited to changes in shapes. They demand a high degree of proximity and authenticity from the candidates. We find new levels of mobilization and incentives that are changing the way of doing politics. Despite the fact that changes, when you experience them, always seem slow, the new demands of the technological and cultural revolution of the Internet open deep furrows. Election campaigns have always been, but the Internet has generalized that conversation to unknown levels.
David de Ugarte (2007) defines cyberactivism as “any strategy that seeks to change the public agenda, the inclusion of a new topic on the agenda of the great social discussion, through the diffusion of a certain message and its propagation to through word of mouth multiplied by the media and personal electronic publication ”. It affirms, in turn, that cyberactivism is not a technique but rather a strategy. According to this author “we do cyberactivism when we publish on the net in a blog or in a forum looking for those who read it to warn others by linking to their own blogs or recommending reading through other means or when we send an e-mail or an SMS to other people in the hope that they will forward them to their contact list ”. It states that there are two forms of strategy. On one side,the logic of the campaign, consisting of building a center, proposing actions and spreading the idea. On the other hand, the second is to initiate a swarming (cyberwar), a great distributed social debate with consequences, initially, unpredictable.
The Internet has been configured as a space or stage where people communicate, interact and interact. It has become a valuable tool of solidarity and participation that, in addition, announces new ways of living in democracy, thus, political Marketing impacts our society using social networks.
Bibliography
- Philippe J. Maarek Political Marketing and Communication: Keys to Good Political Information. Editorial Paidos 1997 Lourdes Martín Salgado Political marketing, art and science of persuasion in democracy. Editorial Paidos 2002.CELAYA, Javier (2008): The company in Web 2.0: the impact of social networks and new forms of online communication in business strategy. Barcelona. Management 2000. Carmen Beatriz Fernández How to win an election? Secrets of Political Marketing. Books El Nacional 2010.
