- How they helped a Black man with an Arab name win the US presidency.
Last month, a panel of top marketing experts, organized by Ad Age, gathered to select the ‘Marketer of the Year.’ Beating out the likes of Apple Computer, Burger King and Nike, the winner was “Team Obama.” Working with an unknown African-American candidate with an Arab name, they used a highly-organized, integrated, guerrilla marketing strategy utilizing many non-traditional social-media tactics.
Jon Fine, marketing and media columnist for BusinessWeek, pointed to Mr. Obama’s facility with engaging voters in social-media online channels. “It’s the fuckin’ Web 2.0 thing,” he said. Clearly Obama and his team understood the Internet better than McCain — and took advantage of that. From a broader perspective, however, Obama trusted the guidance of his top marketing advisor, David Axelrod.
Also, Obama invested almost twice what McCain spent on marketing — a fact suggesting that those who invest in marketing, and do it with the best help, have the best shot at winning.
Whether it’s selling a presidential candidate, or furniture, a successful effort depends on finding, and listening to, the best marketing help.