Political candidates face a daunting task, they must engage and convince a sizable population of their intentions and motivate them to get to polls. In a nutshell, they need to win elections. Campaign time and labor is scarce, so every activity needs to be geared towards that goal in some way. Many voters may vote based on party affiliation, or perhaps on some news that they have read but a sizable population vote based on the way that influencers in their social circle vote. The Digital Campaign has three purposes, ranging from the obvious, to the technical, and to the overall goal of the Digital Campaign.
The obvious purpose of the digital campaign is to be sure that the "candidate's name is out there" on the internet. Including such basics as a bio, platform, perhaps an itinerary etc… In essence, in a 21st century political campaign a serious candidate needs to have a digital presence. As we delve further into the workings we uncover the technical purpose of the digital campaign. This includes analytics which show what portions of the digital presence are consumed most and reveals the interests of the potential constituents. This data is gold as it helps to craft messages that further cement the digital relationship and hopefully lead to a vote (or conversion in marketing speak). Finally, the actual overall purpose or aim of the digital campaign is to identify, engage and connect with those influencers we mentioned.