What Can Mobile Marketers Learn from the Hillary 2016 App?
When it comes to using technology to reach people, we’re used to brands leading and political campaigns (eventually) following. It’s still common for candidates to canvass for support at in-person events and to solicit donations by repeatedly calling you at home at increasingly inconvenient times, but many companies are embracing mobile and other digital technologies to more effectively reach and engage their customers in more nuanced, customized, and scalable ways.
A few recent presidential campaigns have followed the corporate world’s lead. During the 2012 U.S. presidential election, both the Obama and Romney campaigns launched mobile apps and Obama’s team took advantage of digital technologies to—for instance—enable sophisticated testing and audience segmentation in their outreach. This year, however, the most notable use of technology during the presidential campaign has been Republican nominee Donald Trump’s thoughtless use of email to reach his supporters (and people who actively oppose him … and bewildered members of foreign governments).
That may be about to change.
The campaign of Democratic nominee Hillary Clinton has launched Hillary 2016, an iOS mobile app, and it is perhaps the most advanced effort yet to take advantage of mobile-powered relationship marketing in the context of a political campaign. And while most marketers are pretty unlikely to find themselves running communications for a presidential campaign, there’s a lot that brands can learn from the coordinated way that the app goes about encouraging users (voters? donors?) to engage more deeply and carry out desired actions.
We’re covering six things the Hillary 2016 app gets rights, and two things it could do better. Read on at Relate, from Appboy.