The need for hybrid marketing in the Lower House election
A summary of marketing-related thoughts concerning the Lower House election.
I will put aside talk of how strong the ruling party was or how weak the opposition was.
In general, I think that the candidate who does “hybrid marketing” is the one who ends up elected.
Politicians who regularly sent out information on Twitter, YouTube, and Instagram had a higher chance of winning. (It would be better to analyze this in a data-driven manner.)
What’s more, the information they shared did not necessarily relate to policy. Voters sympathized and resonated with candidates who posted about their local walks and interactions with voters.
As I always say in corporate consultations, the ratio of posts should be 1:3, where “1” is the important information and “3” is about the trifling and everyday. These “trifling” posts give the reader a sense of who the person truly is, and it is easier for them to feel an affinity for the important messages.
This is why candidates who have mastered hybrid marketing, where one frequently shares one’s real-life activities over the internet, have succeeded at election marketing.
It’s no coincidence that veteran politicians who are not good with the internet and only put effort into the method of local “street preaching” lost elections across the board.
It is likely that we now live in a time where it is difficult to reach swing voters without the use of hybrid marketing.
Furthermore, proportionally speaking, how parties’ used their marketing budgets on their respective brand strategies had a large impact on outcomes.
Looking at the images used by each party, those used by the Japan Innovation Party (Nippon Ishin no Kai) were by far the best and easiest to understand. Furthermore, the Liberal Democratic Party did a wonderful job spending more than normal on the management of social media.
The above are my miscellaneous thoughts on politics and election marketing. They have nothing to do with policy.
Indeed, the Liberal Democratic Party and the Constitutional Democratic Party are worlds apart in terms of digitalization.
The Liberal Democratic Party did lots of online research when it was an opposition party.
Liberal Democratic Party strengthens its information strategy with 24-hour online monitoring and establishment of J-NSC | NEWS Post Seven (2017.06.06)
Learning from Japanese idols! The Constitutional Democratic Party and Mr. Edano’s new internet strategy | FNN Prime Online (April 18, 2018)