In many ways, traditional campaigns haven’t changed in 30 years or more. Anyone who has ever run any kind of political campaign know that there are fairly consistent pillars of contemporary campaigns: brochures, signs, print/TV/radio ads, phone banks, canvassing and (more recently) digital. As an individual who advocates for a robust digital presence, I am constantly asked to provide evidence that money spend on online campaigning will produce concrete, measurable results.
That is understandable. Politics is about managing scarcity; so it is not a surprise that those managing a campaign would want to ensure that allocated funds are spent wisely. And one of the more compelling reasons to spend on digital is because of the ability to track and test everything you do. With standard analytics you can determine – with a great degree of accuracy – what does and does not work. Read more