Political analyst speaks with ClickZ about the web and this fall's election.
People looking for a below-the-radar factor in what many believe will be an extremely close presidential election this fall should consider digital media marketing, suggested Chuck Todd, NBC's political director and chief White House correspondent (photo, left, courtesy Fordham University). And the early advantage goes to President Obama's digitally invested reelection effort, he said.
"Frankly, they spend more money on this," Todd said. "The Obama campaign is at another level compared to where the Republicans and [presumed GOP nominee Mitt] Romney are when it comes to using digital media to target voters when they are not looking for politics."
Todd spoke with ClickZ after keynoting a Fordham University event in New York on Tuesday. He said Romney's team is good at social networking but wonders if its Internet-wide strategy is on par with Obama's.
"Everything is platform neutral now. So you have to figure it out," Todd said. "I know the Obama campaign believes that they have to go 10 different places to reach the same amount of people [online] they used to reach. The question is, 'Is the Romney campaign up to speed yet?' I have my doubts right now."
While the political analyst doesn't believe a YouTube video has significantly affected the Republican primaries, he predicted that the general election candidates would be extremely wary of so-called "gotcha" moments.
"Anything can go viral and become a shiny metal object.... Does that limit the amount in which politicians interact with voters? That's my fear. Politicians will not give you any real moments anymore. They all fear viral. [They] are constricted, and everyone is clenching."
Todd's appearance was part of an all-day Fordham conference that centered on media, money, and politics. One panelist, Richard Davis, political science professor at Brigham Young University, suggested that political digital advertising was catching up with the rest of the marketing world.
"We will see more nano-targeting," he said. "They will know who you are and what your interests are."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT