how digital marketing was used in election 2014

1. A Case Study On Branding
NAMO
Submitted by Submitted to
Gajraj Singh Pawar Dr. Vasim Khan
Mayank Shukla Prof. SOE DAVV Indore

3. • Digital marketing is an umbrella term for the marketing of products or
services using digital technologies, mainly on the Internet, but also
including mobile phones, display advertising, and any other digital
medium.
• The way in which digital marketing has developed since the 1990s and
2000s has changed the way brands and businesses utilize technology and
digital marketing for their marketing.
• Digital marketing campaigns are becoming more prevalent as well as
efficient, as digital platforms are increasingly incorporated into marketing
plans and everyday life, and as people use digital devices instead of going
to physical shops.
DIGITAL MARKETING

4. Political Marketing ?
 Political marketing is a fundamental part of political life. Presidents
and prime ministers; politicians and parties; government departments
and councils all use marketing in their pursuit of political goals.
 Market research is used, when deciding on policies and service
design, to understand what the people they serve and seek votes from
want and need.
 Political marketing is a modern and dynamic field that seeks to
understand, learn from, comment on and even influence such
behaviour. Political marketing also attracts public attention and
debate.

5. Importance
• The Internet is a globe that involves virtually all levels of the political
communications, now a days.
• Social media has caused major changes in the political communication and
has become useful resource often used by the politicians in order to
strengthen their visibility. And Lok Sabha 2014 election is the biggest
example and game changer in terms of cast more vote, candidates data,
daily work done by candidates and campaigns during election.
• All the new media resources viz., the websites, blogs, Facebook, Twitter,
Google Plus , YouTube, Pinterest and etc…of the politicians or the
political parties allow the declaration of a informal identity in form of daily
works, rallies and contribution to the society.
• Online Surveys, questionnaire on different media website, mobile apps
and social pages are more approachable than newspaper reading and
mouth whispering.

6. Factors to do Social Media
• Timing spend by people on different social media and some rule of thumb
times that are best to post to different social media sites.
• Face book – 1 to 4 p.m.
• Twitter – 1 to 3 p.m.
• LinkedIn – 7 to 9 a.m. or 5 to 6 p.m.
• Google+ – 9 to 11 a.m.
• Uses of Images: For increase engagement
• Measuring Success online
• Authentic networking
• Brand consistency
• Engaging presence
• Integrated technology
• Content that counts

7. Social Media v/s Traditional
Media
• Radio, Newspaper, TV, Magazines, print, hoardings etc. are very known
examples of Traditional Media for decades.
• Social Media is any technology that allows people to network with one
another. It’s about engagements of people. Like Face book and Google+.
• Social Media is interactive and cost effective by nature, whereas
traditional marketing is passive.
• Social Media campaigns can be sculpted and toned to accommodate a
specific target market, whether its local or world wide.
• Traditional Media will often present the product or offer, but the
“interaction” ends there. When it comes to Social Media, the company
and consumer truly interact and react off each other.
• Unlike traditional media, most Social Media vehicles are created online,
allowing for a more malleable platform.

8. Before social media

9. After social media

10. The Three – Stage Model
• Step One: Identify consumer demand, feed this back into the
product and messaging and refine it accordingly.
• Step Two: Inform the consumers of the changes to the product due
to their demands and needs.
• Step Three: Delivery of the refined product which will satisfy the
consumer demand better, thus producing incrementally greater
profit for the company

12. Optimized use of Social Media
• Narendra Modi has utilized all the social platforms for
creating the desired image. Face book, Twitter, You tube,
Slide share, Flickr, Pinterest, etc. were effectively used
during the campaign.
• Social platforms helped him in connecting with masses
and establishing two-way communication.
• Social Media as an owned platform definitely helped him
in disseminating information directly to the masses at any
point of time.

13. Accurate positioning with excessive
content seeding
• Narendra Modi has not left a room for negative content by stuffing all the
search engines with excessive positive content.
• Campaigning included not just the official platforms & social channels of
Modi but numerous pseudo accounts and platforms.
• Forums, media platforms and websites are packed with the content which
NaMo and BJP wanted to float.
• Platforms like www.quora.com/Narendra-Modi,
www.narendramodiplans.com, www.isupportnamo.org/ are content rich and
have effectively helped in portraying the desired image. All the queries are
tactically solved on forums to remove negativity.

14. Establishing a transparent image by
putting on-ground activities online
• The way NaMo’s online promotional campaigns helped in creating
brand ambassadors for on-ground mouth publicity, representation of
on-ground activities on online platforms supported in establishing a
transparent image of NaMo.
• Information of various developments in Gujarat and NaMo growth
model is disseminated on daily basis.
• Blogs on various issues, occasions, events, situations and topics were
published on regular basis to create the desired image in minds of
masses.
• At the time of campaigning information of rallies was conveniently
disseminated.

17. A VIDEO ON CAMPAIGN

18. Faces behind brand NAMO