| Barack Obama, the President of the United States, is a transformational politician, which is reflected by not only his political viewpoints but his innovative use of Internet. Use of technology is nothing new in politics– computer technologies like sophisticated database have been in place before him. The difference for Obama is that he considered online marketing a central front, which proves to be unimaginably important for his success.In order to understand the background of online marketing, this report first examined the status quo of Internet and major online applications in China, including search engine, online news, online shopping, instant messaging, blog and micro-blog, social networking, online games, and online video etc. Obama's online marketing is typical and comprehensive; therefore, this report analyzed Obama's overall online marketing strategy, his use of different online media and the results. From this report, you will learn the difference between online marketing and tranditional marketing, different ways of using online media, and how to develop a good online marketing strategy.Obama wanted to use online marketing to attract the attention of voters and convert them into his supporter and finally vote for him. In fact, Obama used its official website as its core base, and reasonably used display ads, search engine, blog, micro-blog, online video, social networking, SMS and in-game ads to achieve the above mentioned objectives. Obama not only understands and has leveraged the power of Internet, but he also truly believes in it. He used technology to humanize the president, enhance transparency, and encourage participation in his campaign. His success set an example for enterprises to carry out online marketing campaign. His success is also the success of new media, which is not only"fun"or experimental, but really has strategic importance. |
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