Political marketing: Part 01: Introduction

What is political marketing?

The term originates from the early 1980s and describes the application of strategies and objectives that originate from the field of marketing, i.e. the commercialisation of any product. In politics, it is less about promoting you as an individual politician and more about promoting the party as a whole and marketing it to voters. Especially during the current crisis of democracy, as voters are generally dissatisfied with the prevailing situation in the country and in the world, it is of great importance to present potential voters with a well thought-out and, above all, voter-orientated policy. Political advertising and election campaign management, both in public, in the traditional media and also political marketing on the Internet, are aimed at presenting the party as being close to the voters. The crisis of democracy could only arise because voters are not satisfied with the prevailing situation. Election campaign management and political advertising is often characterised by empty phrases that make potential voters think that politicians are only lining their own pockets.

Political marketing on the Internet is an important aspect of modern political marketing. Political advertising and election campaign management are traditionally orientated towards election posters, public speeches and political marketing in other media. During the crisis of democracy, trust in politics and politicians has fallen to such an extent that potential voters would much rather form their own opinion than have their opinion dictated by meaningless panel discussions. Political marketing on the Internet is therefore of such crucial importance, as social media and similar networks are the most important platforms used by potential voters to form their opinions. For this reason, political advertising and election campaign management in the sense of well thought-out political marketing must be geared towards precisely these platforms. Above all, the ever-increasing interest of young voters in politics makes it all the more necessary to cater to them.

Political marketing on the Internet creates close proximity to this target group. This is so important at a time of democratic crisis, as it enables the objectives of political marketing to be realised even better and in a more targeted manner. Political advertising and election campaign management, which are realised through political marketing on the Internet and show voters that you as a politician and your party are there for the citizens, increases interest in politics in general and your party in particular in times of democratic crisis. For campaign management and political advertising to be successful, the most important aspect of political marketing on the Internet and similar marketing strategies is to signal to voters that their interests are at the centre of the party's goals. This closeness to voters and citizens in general can successfully overcome the crisis of democracy. Political marketing must never be directly focussed on the good of you as a politician or the good of your party. Both are ultimately dependent on the goodwill of the voters. That is why your campaign management and your political advertising, especially your political marketing on the Internet, must show voters that it is possible to find a way out of the crisis of democracy with your party.