Obama Web 2.0 meets database marketing
Here are two salient take-aways from this great article detailing how Obama eviscerated previous fund-raising records
1) Strategically embrace Web 2.0 and facilitate consumer control over certain elements of an overall marketing plan
Supporters’ blogs and You Tube postings were also brought inside the campaign through the website, where the online team could help consolidate the energy and contacts generated by them.
2) Test, measure, refine, roll-out; keep what works, ditch what tanks; no “sacred cows”
[The new media team], meanwhile, was constantly testing different versions of its call-to-action pages, including requests for donations and voter registration. Did more people respond if it included video or text? Should the sign-up prompts be on the right column or in the center? Should they have a “learn more” button or direct sign-up? Once they discovered the most effective version, they replaced all the others with it. Among their lessons: Video can sometimes be a distraction rather than a help.