Online Marketing StrategyZoe Behan & April Brophy

15/10/2013

Online Marketing

• ‘Online marketing refers to the

techniques available to a business to

market, promote and advertise their

products, services or brand on the

World Wide Web’ (Ward.S,2013)

Tools of Online MarketingDisplay

advertising

Social media marketing

Viral Marketing

Search engine marketing

Search engine optimisation

Email marketing

Online Campaign

Objective:

To be elected President of the United States of America

Strategy • Obama’s Campaign team were

everywhere online

• The campaign was powered by the

web

• Energize young voters

• Spread optimisation and hope

• $150million was spent on the

campaign in September 2008 alone

Tactics• Supporters would get campaign news

before the media via mobiles

• Made issues personal to every walk

of life in the USA

• Highlighted the word ‘Change’

throughout the campaign

• MyBarackobama.com• 2 million profiles• 400,000 blog posts• 3 million calls from virtual phone

platform• MyBO raised $30 million

Website

The Result….

The Results• Highest number of votes ever• Most expensive political

campaign in US history• 3m mobile users told of the

news before the media• Obama’s campaign

accounted for over half of all political advertising in 2008

Results• 120,479,084 YOUTUBE views

• Email database of 13m

• 5.5million Facebook users

shared the news of the

election

• 46% increase on Twitter

• 40% growth of new accounts

THANK YOU FOR YOUR TIME!