How Digital Marketing Has Assisted The BJP Election Campaign?
The increasing number of internet users in India has opened a whole new platform of opportunities for Indian businesses. In this era everything is online and being online is everything. Political campaigns have also entered the digital spectrum and are creating a significant impact which can be seen from the BJP sweep in the 2014 elections to its overwhelming digital efforts in the ongoing elections.
Thus, it is important to analyze how and why BJP is using the digital medium for promoting its cause.
Why such importance is being given to digital marketing by the party?
Although we may not concern ourselves with the party’s political agenda, we must applaud it for its marketing prowess. They understood that digital marketing is significant for various reasons:
- Almost 30% of the Indian population has access to the internet, that is approximately 460 million Indians.
- Social media websites like YouTube, Facebook and WhatsApp are extremely famous in India with almost 330 million users using the said services.
- Digital marketing is a lot cheaper than print media and can reach a wide range of people conveniently.
- It is the most efficient source of marketing to connect with the youth and to share your ideas with them.
The first real effort to reach the masses through a digital media political campaign was made by former US president, Barrack Obama and showed the strength of such a campaign to the world.
BJP has since been a pioneer in realizing the strength of a digital media political campaign in India and has similarly used it to elevate its brand.
How the party used digital marketing to fulfill its objectives?
The party made very efficient use of the digital marketing resources available to fulfill its branding objectives.
The party started early and made sure to create a wide range of following on various social media platforms. They used many different strategies to ensure that their campaign reached its target audience.
- Multiple social media pages:
They created various pages to represent the campaign of the party and to reach a greater target audience. All these pages collaborate towards the common goal of presenting the parties vision and achievements to the people.
- Specific content creation:
The party paid great attention to the content it presented to the people. It made sure the content was accurate and interesting and made their claims seem sincere. It also made sure to keep the content local and, in the languages, spoken in those areas to reach a better audience.
- Creating various types of content:
The party has made promotional and informative posts, videos, gifs, and even memes to keep the content fresh and interesting and to ensure they can connect with the people.
Although the BJP was able to strategize and plan their social media campaign effectively, what has really worked for them is their huge presence on various social media platforms.
BJP’s presence on social media:
On Facebook, the BJP has about 15.8 million followers and Modiji has about 43 million followers.
On Twitter, the BJP has about 11 million followers and Modiji has about 47 million followers.
On Instagram, while the BJP has only 1.8 million followers Modiji has about 20.5 million followers.
The party has a tremendous following on the various social media platforms mentioned. On other platforms like YouTube, Pinterest, etc. also the BJP has a strong presence.
Now with the ongoing Lok Sabha elections, the fervor for digital marketing has increased tremendously. Not only BJP but other political parties are also reaching out to the people through this medium to propagate their objectives and goals. We can understand the importance of digital marketing to the business is only going to increase in the future and that it is extremely important for a business today to have a digital presence to remain competitive.