Marketing News
New media marketing strategy 'giving Obama the edge'
Tuesday, 4 November 2008The use of new media in Barack Obama's US presidential election campaign has been a major contributor to his success, a marketing expert has suggested.
Brian Fetherstonhaugh, chief executive of advertising giant Ogilvy, told EurActiv that the embracing of mobile and internet marketing by Mr Obama and his team was instrumental in helping him to overhaul Hilary Clinton's 18-point lead to win the Democratic nomination.
Among the biggest benefits of Mr Obama's internet marketing campaign has been the amount of money he has been able to raise on the internet, Mr Fethertonhaugh remarked.
He explained that the Democratic candidate has generated approximately $200 million (£126.5 million) alone via the internet, with people donating an estimated $84 each on average.
"Since his campaign actually kicked in, he's been, by any significant measure, very, very successful. He is on his way to raising 1700 million dollars, which is an all-time record," Mr Fetherstonhaugh commented.
Mr Obama is currently a big favourite at the bookmakers to win the US election, with the latest polls putting him several points ahead of rival John McCain.