Jazz Odyssey

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This article from Fortune/CNNMoney.com about who is using digital marketing more effectively for campaigning should be discussed at every major label marketing meeting.  The entire article is worthwhile, but this particular Q&A exchange between Fortune and Publicis CIO Rishad Tobaccowala hits the bullseye.  The major labels have historically taken a more Clinton-esque approach despite public and press outcry to approach the web in a more Obama-like fashion.  That said, in both the election and the fate of the majors its unclear if an “Obama digital strategy” will secure a win…but I believe it will.

Why else is it better to be the digital candidate in ‘08?

Well, think about it for a minute. Unlike Obama, she’s used traditional media almost entirely, like her town meeting on the Hallmark Channel. She got maybe 250,000 viewers. But the Black Eyed Peas made this great music video about Obama. It gets almost a million views a day online. The Obama campaign quickly realized how powerful it was and ran it on their home page.So part of their ability is to figure out from the blogosphere or via crowdsourcing, whatever you want to call it, what works and begin using it. A lot of the Obama campaign messages are not their own but they point to and highlight stuff created by others. It’s created by the crowds.In fact with over a million donors contributing, they position the entire campaign as one owned by the people. That’s what makes it so authentic. While both teams spin stuff, Clinton’s team tends to be rather unsubtle in their use of spin and attack and this really does not work as well these days.

Why not?

It’s so much harder to control the message with the Internet so widely used now. The spin comes back to bite you. I think the Clinton staff haven’t really understood. Every time they try to spin stuff, they look like jokers.For instance, after every state they lose they say it does not matter. Online there are jokes and parodies about this including calling it “Mark Penn’s Insult 40 states strategy.” Think of it this way. Traditional media is based on command and control. But the digital world is all about grassroots. Traditional media is about authority. Digital is about authenticity. You can see it in the language they use. Obama uses the language of “we and you,” which is inclusive and nods to the wisdom of the crowds. She uses “I and me.” His stuff is about “yes, you can.” Which is about the buyer. She talks about “experience from day one.” That’s about the seller. That doesn’t resonate anymore.One key thing you recognize from everything from MySpace to the blogosphere is that people want to have a voice. We keep talking in my business about how the buyer is in control. Her campaign believes the seller is in control. That’s why it’s better to be digital. That doesn’t mean you knock out analog. Obama still relies very heavily on traditional media, too.

Obama’s Web marketing triumph - Mar. 3, 2008