Digital Marketing Strategist Maximus Ametorgoh has advised that for political parties to have an effective digital political campaign amid COVID-19, it is necessary for the audience to be profiled.
According to him, this makes it possible to send the right message to the right people instead of pushing the same message to a larger audience that will not see the relevance of the message.
He made this known during the fourth Global Media Alliance Webinar Series dubbed ‘The Influence of Digital Media on 2020 Presidential and Parliamentary Elections amidst COVID-19’.
“You need to target all your messaging and profile your audience so that you can be able to reach out to them and digital gives you the opportunity to pipe the message to your audience. If you are going to push the same message to everybody, that won’t be effective. When you are able to segment it, they will find it more relevant and they will see it as effective”.
He commented that in profiling one’s audience, certain factors such as geographic, demographic and psychographic factors of the audience should be considered.
He further counselled that the digital space is the “new constituency” and as such political parties must take advantage of this space to implement their campaign.
Sharing his observance on the way political parties use the digital space, he noted, “When it comes to the use of digital space in campaigning, I would give the political parties 50% to 60% and it’s a range. Some are below 20% because they are not present online. The major political parties are using digital channels and mostly social media. The minor parties are not using it”.
Meanwhile, Maximus has shared that to have an effective digital campaign, political parties must take note of the ‘A-G of effective digital political campaigning’ namely, audience, benefits, communication, distribution, engagement, finance and goals.
By: Alberta Dorcas N D Armah
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