BARACK OBAMA’S INTEGRATED MARKETING COMMUNICATIONS STRATEGY
Identify & Analyse the difficulties Barack Obama had to overcome when competing against both Hillary Clinton in the Democratic primaries and John McCain in the presidential elections. Obama became the 44th President of United States, there were many challenges he faced in order to reach that stature. One of the major challenges that Obama faced was that he was an Afro-American (Smith & King, 2009) with a Muslim father. After the 9/11 terrorist attack, Obama’s greatest fears that his roots might generate fears among American people and the people of America will see him with fear & suspicion. Another disadvantage against him was his short political career. Hillary Clinton had an experience of 35 years, as compared to her Obama was running for president after being in US Senate for two years (Obama, 2006, pp.63). There were speculations whether his experience was sufficient for him to run for president. However, against this fact, there were many opinions from political scientists and historians (Iyer & Purkayastha, 2009) because Obama was neither the youngest nor with the least experienced presidential nominee. Obama wasn’t always a good Politian, as a matter of fact he flopped earlier (McClelland, 2007). Obama’s wife, Michelle Obama was targeted during his campaign for presidential elections; a website called “FighttheSmears” was launched to fight the rumours and fabrications about him by the media (Iyer & Purkayastha, 2009). RNC started a websites like “MeetBarackObama” and “CanWeAsk” to highlight alleged flaws and push users to ask crucial question to him (Iyer & Purkayastha, 2009).
Critically analyse, through the application of relevant theory, the use of IMC within the Barack Obama campaign. Information Technology changed the practice of marketing communications by intensifying the toolkit used to create, implement and deliver the message (Schultz & Schultz, 1998). The tools and strategies for communicating with voters changed signiﬁcantly with the rise of social media, also stated as consumer-generated media (Mangold & Faulds, 2009). During the 2008 presidential elections, Obama was inculcated with IT in such a fashion that it led to a qualitative revolution in history of IMC (O’Reilly, 2008). Obama not only focussed on how the messages should be delivered but he actively took initiatives to keep directly in touch with the voters through the effective use of social networking sites (Iyer & Purkayastha, 2009). There were 90 people working for Obama for the Internet based campaign and spent about $8 million on Internet advertising (Nagourney, 2008). Obama approached the voters by conveying a message of ‘Change.’ Obama didn’t talk at his audience but interacted with them. He spoke to the generation ‘Y’ through his website my.barackobama.com (O'Reilly, 2008). Moreover, by using the key word ‘my’ at the beginning of his domain name, he brought it to a personal level (Pelsmacker, Geuens & Bergh, 2010, pp.139). The millennial generation was attracted to something new and different and they found these qualities in Obama (Novak, 2009). His success is a result of both product and uniform branding (Marshment, 2009, pp.30) along with fund raising (Iyer & Purkayastha, 2009). Obama showed he was consistent with his message. Obama’s mastermind Chris Hughes planned & carefully segmented the voter’s on the basis of their age (Iyer & Purkayastha, 2009). Obama was able to reach not only the millennials through Facebook, Myspace, but also the baby boomers through Eons.com (Iyer & Purkayastha, 2009) who had a chance to reminisce on memories of the 1960s and what they wanted to change then. Obama’s campaign included audio-visual media on YouTube & Dipdive.com which increased Obama’s fan support with the release of music video called ‘Yes, We Can’. Nearly 40 celebrities were featured in the...
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