Campaign Web sites

 In 2016, an election year, there is certainly no shortage of political ads.  The ultimate marketing is a political campaign.  It is the marketing ideas, positions and ones self. 

In 2008, President Barack Obama’s campaign staff broke the traditional campaign format and leveraged the internet and digital marketing to have a significant impact.  The use of social media for engagement was unprecedented.  It was the first campaign that successfully used digital media to reach the masses. 

In 2016, it seems second nature.  However, while there is a lot on TV and news feeds online, I decided to look at the candidates' web sites to see what they are promoting.  Since Donald Trump and Hillary Clinton are the current front runners I decided to compare their web sites.  This is not an endorsement or promotion of one candidate over the other.  I just picked these two to look at since they are the current leaders in their respective parties. 

First, let’s look at what makes a strong web site. 

1. Visually Appealing – It is the first impression of you or your company. 
2. Clean lines and text that is easy to read and uncluttered pages
3. Easy navigation.  Users should be able to see the website and know what the company is about and how to easily find products
4. Relevant content that is substantive and descriptive.

Both meet the guidelines for visually appealing.  They are also very clear as to what the web site is promoting. 

Donald Trump’s website was branded with his slogan, “Make America Great”  Also the top had clear navigation buttons – Positions, Get Involved, States, Media, Shop and Donate.  Further, scrolling down, there were news clips and video of articles and news the campaign wants to promote.  They are taking control of the messaging.

There is a multi prong approach to engagement.  First, the visitor can read about all of his positions.  There are also opportunities to get involved at the national level and state level.  If none of that appeals to you, you can shop for campaign paraphenalia.  You also have an opportunity to donate, which surprises me as isn’t this a self funded campaign?

The Hillary Clinton website looks good, but there is not much substance – if any.  While she is a known quantity and has been a public figure in the political scene much longer, I would expect to see more substance.  You cannot navigate anywhere on the site without first giving you email information.  From my first blog, you know this is my pet peeve with websites.  I like to browse and learn before I commit my personal information.  As a voter, I would like to be able to see all of her positions included on the site.  Without giving any personal information, there is nothing I can do.  This set up makes it hard to sway voters that may be on the fence and want to learn more.  Secondly, the campaign is not making it easy to donate and to support the campaign, whether it be with time or money.   It appears that she is letting a marketing opportunity get away and should use this digital space to better sell her brand - to promote campaign items or to promote her positions.

One strategy, the campaign has deployed is Remarketing.  Since I visited her website, I am now getting her website advertised to me while I am browsing.  That is sound marketing as it is reinforcing the campaign and the brand.