Digital Media: Role and Efficacy in developing and managing Political Campaigns

Abstract

The marketing landscape is witnessing a paradigm shift with the revolutionary effect of technology. No marketing space is left unaffected with the impact of digital media. Political marketing or campaigns run by political parties is no exception to this thunderous phenomenon. The way in the last few years political parties have adopted this new trend and benefited from it is as interesting as any general election. The traditional methods have been outshined by these new technology tools and have forever changed the way electoral campaigns are managed. The NDA and Aam Aadmi Party were highly successful through the adoption of these tools. This paper tries to identify the role and the reasons which led to the growth and immense impact of these digital marketing tools.