선거 후속조치: 선거 마케팅 전략 분석

2008년 미국 대통령 선거는 여러 가지 이유로 흥미로웠지만 특히 새로운 마케팅을 활용했다는 점에서 흥미로웠습니다. SIS International Research는 특정 후보자를 결코 지지하지 않지만 각 캠페인에 대한 마케팅의 영향을 공정하게 평가하려고 노력해 왔습니다.

매케인 캠페인

John McCain’s campaign used by and large more traditional marketing methods. Around the time of Sarah Palin’s nomination as Vice-President, the McCain campaign successfully had put Obama on the defensive to the extent that Obama lost some of his lead. It sought to capitalize on the discontent of Clinton supporters. But, early on it became evident that McCain’s online efforts lagged behind those of Obama. Another facet of the campaign was the use of archetypes to rebrand the Democratic candidate as “socialist” and “liberal”. Using archetypes traditionally has powerful effects as people develop associations with these terms throughout their lives. The archetype approach was unsuccessful this year, especially in contrast to Bush’s successful use of archetypes in rebranding Kerry in 2004 as a “tax and spend liberal from Massachusetts”. The archetypes were largely ineffective on young people who had fewer negative associations on these specific archetypes, not having feared communism in their youth. Last, the central marketing message of “Country First” did not capitalize on the calls for change, and it had not become a cohesive theme that could describe policy.

오바마 캠페인

Notably, the campaign rebranded pervasive feelings on American streets and incorporated them to make voters passionate about the campaign. The slogan of change became a theme for every policy that Obama talked about, creating a simple, unchanging, and cohesive message. Moreover, Obama’s campaign set a new standard in campaign politics with the use of Web 2.0. The campaign dominated the media cycle on websites like YouTube, Facebook, and X and reached out to voters less willing to watch the campaign unfold in traditional channels, such as cable news shows. This also allowed Obama supporters to publicize Sarah Palin’s interviews and McCain’s campaign events. Furthermore, the campaign developed a grassroots campaign that conspicuously presented itself nationwide. That created an experiential marketing campaign in which going to a campaign event was an experience in and of itself. People saw Obama’s politics through their neighbors and friends. This personalization of politics and the exciting “ground” experience passionately drew in voters and made them feel as if they had a stake in the election. Interestingly, Web 2.0 sites like YouTube will be used by the President-elect in his weekly address to the nation, an innovation to the American presidency.

그들의 정치와 관계없이 2008년 선거에서 마케팅을 활용한 것은 기업 마케팅에도 적용할 수 있는 훌륭한 사례 연구를 제공합니다.