Although they are related, political marketing and electoral campaigns have significant differences. Political marketing is usually an ongoing activity, as it aims to build a positive image of the candidate in the public eye.
Its main function is to create a relationship of trust between the voter and the candidate outside of the electoral period. For example, it can show how the candidate acted in the construction of public policies.
Electoral campaigns are temporary events that aim to gain popularity during a specific period, usually before the elections. This does not prevent various political marketing resources from being used in campaigns.
However, during election campaigns, it is common for more aggressive marketing techniques to be used. Some campaigns include attacks on opponents and grandiose promises of immediate change.
One of the greatest cases of an electoral campaign combined usa mobile database with marketing was the 2008 presidential race in the United States. Barack Obama's campaign marketing team realized the potential of political engagement on social media and included it in their strategies.
Today, it is practically impossible to think about running an election campaign or marketing campaign without relying on social media engagement. WhatsApp, for example, has been a key resource for many candidates to publicize their work.
However, it is important to emphasize that, as this is information that directly impacts the choices of decision-makers in politics, there are rules for the data and news to be disclosed to the population.
Law 9,504/97, known as the Election Law, is responsible for determining the period in which electoral campaigns are permitted and how advertisements should be broadcast.
However, due to the high dissemination of fake news, the Superior Electoral Court (TSE) published the rules in force for the 2022 elections . There are several rules that serve to update electoral legislation and prevent infractions committed by candidates, parties, media outlets and voters.
What to do to improve political marketing strategies
When thinking about promoting a candidate's political leadership, political marketing professionals use specific techniques. Here are some examples:
Market research: political marketing is successful when these professionals are able to understand the needs, desires and opinions of voters. Therefore, market research is essential to understand the target audience that needs to be impacted.