With the evolvement of technology, political campaigns no longer rely on print advertisements. Instead, image and appearance on social media platforms play a major role. The use of internet and email marketing allowed politicians to easily and quickly reach a larger audience.
Nowadays nearly everyone has an account on some sort of social media platform, where they access is more than once during the day. Most businesses, especially important ones utilize social media and influence their audience through it.
When used with other traditional marketing channels such as billboards, TV ads, door to door canvassing and others, it becomes a valuable tool. You gain more followers that are eventually converted into voters. You get to share ideas, beliefs, accomplishments, and goals where your audience feel directly involved with your campaign.
Targeting becomes much easier with social media. To some extent you can target niches and dominate them. As candidates, you create a strategy that includes posts that are engaging and that can be easily shared. It’s a viral effect that doesn’t only include political enthusiasts but an audience in general.