Barack Obama, the 44th President of the US, and he used integratedmarketing communications (IMC) to win the 2008 US Presidential elections.For the first time in the history of the US Presidential Elections, the Internetwas used widely and effectively for both campaigning and fund raisingpurposes. Obama also used the traditional methods of marketing whichaccounted for 50% of his fund raising. The case shows how Obama carefullytailored his campaign by targeting people of different age groups,communities, and professionals systematically to achieve success in theelections. Obama tapped the growing community of people who preferredthe Internet and mobile phones to television. Other G7 countries had in thepast tried to use the Internet as a tool for campaigning but it was not used aseffectively and consistently in the past, according to experts.
Like any great brand, Obama has built up a bond of trust with the American people… But like any brand, he has to deliver now on his promises, bothactual and perceived."
John Quelch, Marketing expert, in November 2008.
"We have a lot of work to do to get our country back on track, and I'll be intouch soon about what comes next."
- Barack Obama, in an email to his supporters on election night (November 4, 2008).
"I know several people on the campaign, and I can tell you hands downObama has the better technology strategy. There is an innate generationalunderstanding of technology in the guys' bones – most of them grew up withit as an integral part of their daily life."
- Anthony Citrano, branding consultant, June 2008