TheIt’s Advani Vs Congress in India’s First Digital Elections

by Shveta Singh10. April 2009 12:30       Bookmark and Share

Mr. Advani is not the only one wooing voter online now. With Congress waking up to the reality of online media, Election 2009 has truly turned into a digital war. Though Congress had stepped in late, still it is interesting to see what activities they are doing online.

 

Here are a few observations:

  • Unlike BJP where the whole Campaign is built around the communication Advani as PM, Congress’s online campaign is more party centric than personality oriented. Congress party’s ads are driving clicks to the party website www.aicc.org.in, whereas the BJP ads are linked to Mr. Advani’s website http://www.lkadvani.in
  • Both parties are using Google Adwords for their campaign. This has resulted in a unique situation where, on a single page, there are multiple ads where both BJP and Congress are vying for space from each other.
  • Congress has gone for 720x80 positioning and text-ads compared to BJP’s wide range of ads. Also it looks like Congress is offering a higher bid price, because, most ads are now showing Congress in the 720x80 positioning.
  • Mr. Advani’s blog http://blog.lkadvani.in/ has shaped up very well. His posts are frequent and well written. On the other hand, Congress’s blog http://votecongress2009.blogspot.com/ looks like an initiative gone wrong – bad formatting, errors, uneven fonts and the list goes on…
  • On YouTube, Congress seems to have got it right. The channel http://www.youtube.com/user/congressindia has 31 videos. The party’s Jai Ho Film is very popular with views as many as 40000. The BJP uploader http://www.youtube.com/user/bjpuploader?gl=IN&hl=en-GB  on YouTube is also very popular and has 260 videos.
  • Congress’s presence on Facebook and Orkut also leaves much to desire, when compared with BJP.

From whatever we have observed, BJP comes out a clear winner so far as the digital marketing strategy and execution is concerned. Partly because BJP had started its online campaign long before Congress. Now what remains to be seen is who eventually wins the elections.

 

 

 
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