The final days of an outgoing year and the beginning of a new one are a perfect period to summarize the upcoming trends of 2019 in political communication.
We believe that the next year will still be about personalization, better targeting and more efficient online outreach. After the Midterms in the US, before the continent wide European Parliamentary elections in Europe, consultants and technical solutions providers are all seeking to find the most popular trends of election campaigning.
We believe that there might be fancy gimmicks and tools appearing on the horizon of future campaigns but the macro tendencies are about 2 things: better personalization and better video content. (And more and more of these two on the same platforms.)
According to our team of experts the main campaign technology trends of 2019 will be the following:
- Peer-to-peer messaging on the mobile phone
- Messenger bots and automated online message broadcasting on every platform
- Better targeted video content
Why? Because video content is everywhere. It is easily downloadable, broadband mobiles allow you to broadcast live anything from anywhere to tens of thousands of viewers online. With a mobile phone an authentic, direct and personal channel can be easily created and broadcasted to all of your fans. On the other hand personalized or very specifically targeted TV-ads are also here with us, and depending on different national regulations of the cable television industry, during the coming months we will see the first TV-campaigns targeting specific streets, blocks of houses and local audiences in rural towns.
Personalization is here with us since the first personalized DM-letters were printed out, our since the first robocall campaigns were conducted. But now we reached a different level, we not only talk about personally targeted messages based on tested tastes of electorates or polling data, but peer-to-peer messaging allows campaigns to broadcast messages in an even more personal way.
First of all campaigns will continue to use subcontractors to conduct peer-to-peer messaging operations using sophisticated databases and big infrastructure, but campaigns will utilize the potential power of peers, friends, key activists regularly forwarding messages to their friends, partners and neighbors too.
Finally, the coming years will be also about Messenger bots, automated messaging services authorized and approved by campaigns and candidates. Our service, WinWith.Me is part of this revolution in personalized messaging. Videos, news-feeds, invitations can be sent out easily in a geographically targeted, personalized way. Messenger bots are the next step ahead after simple peer-to-peer messaging because they use a more integrated, more interactive, more personal and multi-content channel, not only plain text messages.
What is common in all of these? They are unavoidable. The open rates are way higher with p-2-p messages and Messenger bots than with mass emails or any other personalized tools of the past.
The database built on interactions with subscribers on Facebook Messenger enhances itself with broadcasts after broadcasts. You not only know the name, email, location, and the issue preference of the targeted user, but you also know how often he or she wants to hear about you. Messenger bot building platforms are useful tools in targeted ad-campaigns too, WinWith.Me is able to export user information into cvs-s files, and then custom audiences of Facebook can be targeted more efficiently.
So, be there in the pockets of your fans, be there in their living rooms, on their TV-s and laptops with personalized, interactive messages, and target them with more interactive messages, Messenger broadcasts and video-ads – these are the trends of 2019 in political communication.