The Drum Bus Podcast: Marketing lessons from the General Election
The Drum recently gathered marketers from all corners of the industry to debate and share the key marketing takeaways from this year’s General Election campaigns.
Hear panelists Leo Ryan, group head of social at Ogilvy UK, Jon Davie, chief executive of digital agency Zone, Fabrice Etienne, marketing director for EMEA at Klout, Mark Flanagan, senior partner at Portland Communications and Jacques de Cock from the London School of Marketing discuss why political parties must look beyond share of voice targets to secure votes.
Ogilvy’s Ryan argued “there’s a lot that needs to happen in between the positive share of voice and converting that into an actual vote or sale”.
“Politicians need to dig beyond share of voice," he continued. “The idea that the competition in social media is around share of voice and sentiment is a PR-driven legacy and social media is quickly moving into a world where segmentation targeting and measurable actions are increasingly important”.
Jon Davie, chief executive of digital agency Zone, added: "It's not about saying what should we do on Facebook or what should we do on Twitter. It's about understanding that the audience who are going to be watching the TV debates are going to be engaging with whatever issues impact their local constituency."
To hear the full panel listen to the podcast above.
For more marketing insights around this year's General Election watch out for the first in the series of The Drum's Election Beat podcasts tomorrow.