The Australian political battlefield is heating up again in preparation for the next Federal election, with both major parties taking a renewed focus on using online marketing to gain an advantage.
Simon Canning’s article in The Australian tells us how the Australian Labor Party (ALP) are planning a major shift towards digital in their marketing spend for the upcoming election. According to Canning’s sources, the ALP is looking to spend up to a quarter of their budget online.
As much as $3 million could be spent on digital marketing, including internet and mobile initiatives, during the campaign.
This won’t be a replay of the 2007 election where the ALP gained an advantage over the Liberals by understanding how to effectively use the internet to harness supporters. The Liberals have wisened up to the game, and their leader, Malcolm Turnbull is an avid Twitterer and Blackberry addict.
This shift of marketing spend from traditional advertising to digital is part of a wider trend that we are seeing across the internet, as marketers seek to cut through an increasingly fragmented media landscape and reach customers in new ways. The latest research from Forrester illustrates this trend quite strongly.
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