Document Type : Original Independent Original Article
Author
Associate professor in political science in Payame Noor University
Abstract
Highlights
Introduction
Today, marketing extends to both politics and business. The purpose of marketing strategies in politics is to communicate with voters. It is obvious that marketing in business and politics are very different. The goal of business is to make a profit, while the goal of politics is to win elections. Second, while winning in politics can sometimes be as simple as a few percent more, in the business world, winning and losing are based on swings and marginal profit. Lastly, businesses generally pursue marketing strategies if they make a profit, while politicians sometimes decide not to support a particular policy that was part of their campaign. In the field of politics, marketing strategies are used to communicate with voters. Successful election campaigns depend on these strategies. The concept of political marketing is based on the application of marketing management theories and political theories. Campaign marketing involves marketing ideas and opinions about public or political issues of specific candidates. Generally, political marketing is aimed at influencing election votes. Considering the necessity and importance of understanding the various aspects of political marketing, this article studies the strategies and components of political marketing as they relate to the 2020 elections in the United States of America. According to the research question, the author believes that political marketing strategies have a significant impact on the success of the winning candidate in the 2020 presidential election. In this study, political marketing strategies and components are the independent variables, and victory in the 2020 elections is the dependent variable.
Methodology
Based on the theory of political marketing, this study employed a descriptive-analytical research method.
Results and Discussion
In recent years, the use of social media in politics, especially in elections, has accelerated due to the popularity of social media platforms such as Facebook, Twitter, Snapchat, Instagram, and YouTube, which has led to an increase in the use of social media phenomenon among voters. During the global Coronavirus pandemic, most activities have been conducted online. As a result, the presidential campaign was not an exception. One of the strategies for political marketing is personal branding. In personal branding, slogans, values, personality, expertise, and characteristics are used to create an impression of what people think of a person. Politicians influence perceptions of their brand through the messages they send to their audiences. Moreover, politicians use branding to create a set of ideas in the minds of voters that make them more attractive to voters. Election advertising is another method used by political marketers. In advertising, the goal is to influence public opinion and society's attitudes toward a particular cause or situation, persuade them to adopt a specific belief or action, and motivate them to act. Thus, it requires long-term planning, strategy, patience, and effort. During election periods, political groups typically advertise in two ways, i.e. positively and negatively.
As an advertising strategy, political marketing consists of three main components: market segmentation (voters), candidate positioning, and strategy implementation. Market segmentation is the process of segmenting a voter population so that candidates can target their message to certain segments. A successful candidate takes advantage of segmentation to draw support from specific groups. In order to maintain a candidate's image, icons are extremely important. As a result, voters are able to associate a complex candidate with a word or image. Besides images, the slogans a candidate uses in speeches, debates, ads, and interviews can create a positive image. Once a candidate's campaign, target markets, and image are developed, the candidate must develop a coherent strategy that will strengthen their position and brand. Push and pull marketing are used to accomplish this. During push marketing, a candidate communicates his political message to his campaign staff before reaching voters. On the other hand, in pull marketing, a political marketing campaign on a large and visible scale communicates its message at a national level. In pull marketing, a message is spread through mass media. In short, political marketing is based on personal branding strategies and election campaigns.
Conclusion
This study shows the effectiveness of political marketing strategies in the 2020 elections. Biden appeared as a candidate for the 2020 American elections at a time when the international community and the United States needed a moderate politician to counter an unconventional president. As the best political campaign in American history, Biden's campaign was managed by Mrs. Dillon (Obama's deputy election campaign manager) using appropriate political marketing strategies in such a way as to win the most votes against Trump. Biden campaigned with effective television ads and smart use of virtual space and social media in his election campaign by promoting intra-party unity and using empathetic and emotive slogans, such as "returning the soul of the American nation.", to match his calm personality and American values. Focusing on the Corona pandemic, he projected a distinct, aggressive, and moderate image of himself to the American public. He entered the White House as the 46th president of the United States by uniting young people, the elderly, women, and blacks, and Latinos.
Keywords
Main Subjects
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