GOP needs to use the web…in new ways
Perhaps part of the issue is that Republican campaigns in particular have become focused on ad spending as a metric of success in a specific medium. If you look at tracking polls, the truth is that 90+% of the electorate was always polarized and already decided in this election before a single ad ran. Billions of dollars ran on television from super PACs trying to persuade and reach a small percentage of the electorate in each swing state, while virtually nothing went into creating forward-looking technologies that would be around to help the movement regardless of election results.
Sure, the Obama campaign spent money on television, but it also understood the marketing power in using others to advocate its brand. It knew that a voter sharing an advertisement on a friend’s wall was ultimately more powerful and a better use of money than costly and inefficient broadcast buys. There’s no doubt that television continues to be the dominant place people consume media, but does that necessarily mean it is the best place to persuade a voter?