Page 193 - Best Digital Marketing Campaigns in the World

184 The Best Digital Marketing Campaigns in the World

Getting the performance of your landing pages right can be a major hurdle
when you’re looking to optimize online conversion. But by integrating the
sign-up process into interactive display ad units for this portion of the cam-
paign, the Obama team cleverly sidestepped that pitfall. Because users
weren’t forced to leave the page they were interested in to sign up, they were
much more inclined to submit their information and then simply pick up where
they left off with the content of the page. Simple, efficient and devastatingly
effective!

Marketers, although it is some time since this campaign took place and
Obama was sworn in, there is a lasting message from this work and it is this:
start with digital in mind – break the traditional way of thinking first. Do not
listen to agencies who tramp in with the usual ‘reach and frequency’ models
and standard media schedules on which many are dependent for their finan-
cial livelihood. Get your team around the table and forbid anyone from dis-
cussing any other channel other than digital. Once that is achieved then
address the rest of it.

For too many years digital has been a virtual ‘afterthought’ of the typical
agency solution to a client’s problem. The great change brought about by the
Obama campaign represented a paradigm shift that was long overdue. By
placing digital first and allowing the competition to resort to the usual, conven-
tional and tired methods of distribution… yes you can!

Links to campaign creative

●● http://www.pontiflex.com/landing/obamacampaign.jsf
●● http://www.clickz.com/3632263