How do we move beyond impressions, clicks, likes, etc. to make sure our digital programs are actually making a difference in our campaigns? After all of the panelists introduced themselves, they each went into their organization’s digital programs a bit, and the importance they saw of building their programs.
In this portion of the panel, one of the most interesting topics was mentioned by Jenna Lowenstein from Hilary for America. She explained how digital can help create intimacy and connection between people and a candidate at an economy of scale, using the White House’s digital program as an example.
Much of this panel was jargon-y and very specific, but a couple panelists talked about even though part of a digital campaign might fail in the traditional sense (conversions, sign-ups, etc.) it might still add value, such as pushing out talking points that people aren’t paying attention to.
The two big themes that seemed to emerge from the panel was that campaigns use the internet now is completely different than even in the 2012 cycle, and that it’s going to change even more in the future. This elevates the importance of continuously testing messages to ensure the most effective programs are rolled out to everyday folks in the implementation of these campaigns.