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There is an interesting background in the way people participate in activities that are increasingly important in the way the consumer plays and uses these resources.
The implemented measure, brand defense, made Calderón’s son join a unique benchmark in the way brands are involved.
A case of brand defense, in the most unexpected context, demonstrates the scope of digital political marketing, thought of in a context where AMLO He imposed an agenda on social networks by talking about the criticism that has been launched against the physical appearance of his son, who is overweight; the theme added to Luis Felipe Calderon Zavala Calderon’s son, in Instagram.
Both positions, both that of AMLO and that of the son of Calderonare part of the multi-million dollar political digital marketing industry that, according to a study by Borrell Associates, cited by The Wall Street Journal, has allowed revenues of up to 2.9 billion dollars during 2020, only in political advertising within social networks , a figure that skyrocketed from the 160 million dollars it registered in 2012.
The appearance and its influence on networks
The influence on networks is due to all kinds of reasons and there are arguments that determine how important communication through channels like Instagram has become, especially when political leaders are involved.
Influencer DB made an interesting projection where he lists which are the most influential personalities, among whom Narendra Modi, Joko Widodo and Barack Obama stand out in the first three places; followed by Donald J. Trump and Hamdan bin Mohammed Al Maktoum on Instagram.
To this scenario came the message of Luis Felipe, son of the former president Calderonwho regretted that AMLO’s son was attacked with commentsbut he wrote to the President, reminding him that he was launched against him a long time ago, as a tactic to attack his parents.
“I don’t celebrate teasing your son, but you fall back into cynicism,” he wrote in a message, where he criticized him for slandering him in 2019, where the president assured that louis philip He was part of a network of “child bots”.
Virality becomes a key resource in social networks and, in this, determines activities related to the opportunity to better engage with the consumer.
With this, a key scenario is noticed, and that is that digital has escalated in the integration with the consumer, revealing increasingly valuable challenges in the way in which political personalities communicate.
For YouGov this is no longer an exception to a rule, when we see that 47 percent of adults surveyed in the United States said they remembered seeing a political ad on social media.
The digital medium is intrinsic to political marketing, especially social networks, which have become fundamental media in the way brands interact with consumers today, but seen from the political perspective, of voters with officials.
An exceptional case that demonstrates this occurred in 2017, with a politician from Tlaxcala, when the former Mayor of the Municipality of San Damián Texoloc, Miguel Ángel Covarrubias Cervantes, drew attention after discover similarities in a message posted on your Facebook accountwith which Frank Underwood, a mythical character from the House of Cards series, said at the time.
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