Text Message Marketing campaigns in 2012 presidential race
Though not seen much on the campaign trail, mobile strategy is expected to be important for attracting younger voters.
Social networks played an important role in the last U.S. presidential election, but the explosive growth in smartphone usage and the introduction of tablets since 2008 could make or break the candidates for president in 2012.
As the Republican primaries heat up, the major contenders show on their official websites a strong recognition of social networking and connecting in digital ways via desktop computers. But the GOP and President Obama’s campaigns are not yet making many mobile-specific connections to supporters via smartphones or tablets, analysts noted.
Some campaigns have special links on their websites for getting updates via SMS to a phone, but they don’t appear to have candidate-specific downloadable mobile apps on Apple’s App Store or the Android Market so far.
“Smartphones and tablets are much more mainstream now, and these devices are literally driving the Occupy movement and the revolutions in the Middle East,” noted Rob Enderle, an analyst for Enderle Group. “The ways we connect to one another have changed quite a bit in the last couple of years. Candidates need a good social media campaign to win, and social media done right includes mobile, because mobile allows candidates to loop in supporters in the moment and stay in touch and respond in real time. Mobile makes social networking more important.”
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