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Election 2016: Donald Trump and Hillary Clinton are failing at mobile
Columnist Josh Todd reflects on how the US presidential candidates could do a better job of utilizing mobile technology to engage their respective bases.
Politicians have always been scattershot in their outreach to voters. Presidential candidates distribute thousands of colorful lawn signs to be placed in yards across the country, buy millions of dollars’ worth of ad space and pack arenas full of their most fervent believers — all tactics to capture the highest number of eyeballs at the lowest possible cost.
In recent years, it’s gotten a little better. President Obama made huge strides with his digital team, pioneering never-before-seen outreach to new voter groups via social media and youth-friendly content platforms (ever seen his segment on “Between Two Ferns?”).
However, in this election cycle, as noisy as it’s been, I haven’t seen anyone innovate in the way they connect with voters like Obama did in 2008 and again in 2012 when he tapped into digital. This at a time when the capabilities offered by marketing technology have risen to new heights and mobile has become a critical part of most marketers’ strategies.
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