“The Big Three:” Obama’s 2012 Campaign, Google’s Science Fair and the Demand for Daily Deals

by Katie Essner on April 11, 2011

Welcome to the Carr Marketing Communications blog, called “The Big Three.” These are top stories, with a social media twist, that we believe are on an upward trend this week:

1.)  Obama rolls out his 2012 campaign, focusing heavily on digital marketing http://on.mash.to/hZeYt2 via Mashable. How will 2012 top 2008’s digital power?

2.)  Google encourages students to experiment with its nationwide science fair, appropriately titled Google Science Fair http://nyti.ms/e9JQ2a via The New York Times, infusing new life into a traditional event that used to be for Bunsen burner lovers only.

3.)  Newspaper and broadcast companies (we’re seeing it here in Western New York, too) are turning to daily deal sites to help promote their digital presence http://bit.ly/gVZVIu via Advertising Age

The Carr Perspective:

Barack Obama kicks off this 2012 reelection campaign, building on the success of his 2008 digital campaign with a full court press on YouTube, Twitter and text messages.

Digital campaigning is now the new norm for politics. Whether it’s Obama’s texts or Sarah Palin’s Facebook account, politicians are extending their campaigns to all digital lengths. But now that the novelty has worn off, how will presidential candidates capture the attention of voters in 2012?

Social media sites are more sophisticated and their users more defined than in 2008, so we see an increased focus by politicians on developing easily consumable content to targeted niches. For example, younger voters could be engaged through text messages on topics like creating jobs and gas prices. An older adult might be more likely to join a Facebook discussion on taxes and budget cuts.

Rather than bringing new platforms into the mix, we see a refinement and integrated approach to digital campaigning for 2012. This election will rely on digital more than any other the country has seen, and we foresee a new level of digital sophistication.