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The 2008 presidential candidates of Barack Obama and John McCain are increasingly fighting it out online. They both have slick web sites, and they both have a rolling email campaign, sending out millions of emails every week. They both have a substantial presence on all the major social Web 2.0 sites - YouTube for example is full of 2008 election videos. They are both also fighting on other online fronts - in fact,[link widoczny dla zalogowanych], if it can be done with electron to their advantage, they are doing it.
What about the offline world? Is it all an online battle in this sophisticated 21st century election? No,[link widoczny dla zalogowanych], it is not. Shoe leather is still as important as the mouse pad. The 2008 presidential candidates still know that meeting people face-to-face, shaking hands with the faithful, kissing babies if it really becomes necessary,[link widoczny dla zalogowanych], and just smiling along regardless, is still a very important part of political marketing.
It used to be radio, now it's mainly TV that has the major share of offline election coverage. Of course, increasingly this means that TV coverage can be accessed through the Internet too, but by and large it is still something that people do in the privacy of their living rooms, sitting on a comfortable chair, or relaxing on the settee.
The TV coverage of the 2008 presidential candidates race to the White House has become America's favorite reality show. Big Brother, American Idol, or whatever else is popular,[link widoczny dla zalogowanych], takes a back seat when the political marketing machine that is the 2008 election hits all the small screens across the nation.
The closer it gets to the actual event in November, the more coverage you will see on TV. You always expect the news programs to cover the latest scandal or revelation in cutting edge politics, but now it is starting to spread to other new and specially made programs as the excitement mounts.
Each respective convention speech always receives a lot of attention. It's interesting to note that the Obama and McCain convention speeches each attracted a bigger audience than last years final showing of American Idol. That's a lot of people tuning in. The offline world can often be more immediate, while the online world is more closed in some ways. People will turn on their TV sets just to [link widoczny dla zalogowanych] something special happening. This is becoming more so online, but there is still some way to go to truly rival TV.
Another perennial favorite offline method of reaching the masses is direct mail. These are the envelopes with letters that try to persuade you to vote for whichever candidate has managed to drop into your mailbox that day. Properly done direct mail is extremely successful. It has a history that goes back over 100 years and it is likely to be with us for some time to come too.
With the 2008 presidential candidates gearing up ever higher as the 2008 election creeps closer, who is doing best in the offline political marketing world? It's largely a case of swings and roundabouts; Obama wins some, McCain wins some. McCain's choice of running mate in Palin surprised many, but has generally been held to be a good choice overall. Obama is generally predicted to win,[link widoczny dla zalogowanych], but anything may yet happen. Who knows?
However, if I have to come down on just one side I would have to say that the Obama camp has it by a definite edge. Their campaign has been positive and slick. It has had its problems, but overall I feel that the Democrats have used all the available methods in the offline world to their best advantage, and better than the Republicans have.
The manageress and a guy behind a till were the only people in the shop and I made my way to the walk-in beer fridge at the back. Over the months they had got to know me well and no doubt had their own thoughts about me. But I was probably one of their best customers so they always treated me politely. They could not have failed to notice the huge amounts of booze that I was buying.As I made my way to the beer fridge the shop assistant appeared out of nowhere and greeted me. "Sawubona," he said. He seemed to stare right into my very soul. I wondered what was he thinking. He sometimes helped me to the car and today would be no different. No doubt I was a shock to him as well. Maybe I was too paranoid. Sure I was gaunt, filthy and sickly-looking but then maybe there were plenty of people like me coming in and out of the bottle store every day. Maybe all that intrigued them was where the money was coming from. That must be a mystery as I looked like a typical down and out. Bugger it. Let them ponder.
The cold beer fridge revived me a little and I always stayed a couple of minutes longer than necessary. I found my beer and asked the assistant to help me carry the case to the till. There I fumbled for the money and handed it over to the guy. He remained silent and passed me the change which I gave to the assistant. He mumbled a quiet "Siyabonga,[link widoczny dla zalogowanych]," and carried the case to the car.I felt that I had no choice any more. The liquor consumed all my mental and physical energy. The people who came and went in my life saw me as a babbling wreck. I comforted myself with the thought that they should see me when I was deprived of my beers.I stopped at the fridge long enough to sink a cold one and then walked into the office. My entrance went unnoticed and only Mary looked up and asked how I was feeling. Plonking myself down, I couldn't fail to notice that it had turned into a lovely day.