Political marketing is that made up of all the research, management and communication techniques that are used in the design and implementation of strategic actions throughout a political campaign, be it electoral or institutional propaganda. This kind of marketing emerged in the middle of the 20th century in the United States, while in Latin America it is still a recent phenomenon.
The campaign is made up of three basic elements: the message is perhaps one of the most important factors of a political campaign, it must be carefully prepared before being disseminated. The money, among the techniques used for raising funds for the campaign is to organize meetings with potential financial partners and the candidate. Finally there is activism, it is formed by the human resource in charge of spreading the message on a voluntary basis.
Within political marketing, various strategies are applied which combine the multidisciplinary work of various specialists (journalists, political scientists, etc.) at three elementary levels of planning and execution:
Political strategy: it is related to the structure of the political proposal.
Communication strategy: it is in charge of creating the political discourse.
Advertising strategy: its function is to design the political image.
To carry out the study of political marketing, various aspects of the socioeconomic levels of the population must be taken into account, that is, insecurity, schooling, employment, housing, etc. Since for political marketing the market is the population and their needs are the ones that will serve as the basis for the formulation of strategies to follow in a political campaign.
At present, when developing political marketing, new strategies are being applied that are putting aside the traditional billboards, there is the case of interviews of candidates in the mass media, there is the use of social networks (facebook, twitter, etc.). The direct contact of the candidates with the population is perhaps the most effective strategy when campaigning for politics; Being able to know from the mouths of those affected what are the difficulties they are going through, provides politicians with the necessary information for them to be able to act in search of solutions.
