Political marketing During Office The unresolved question of voter relationship marketing Dr Stephen Dann School of Manage...
Marketing and Politics <ul><li>Marketing </li></ul><ul><ul><li>system of exchange between customer, marketer, organization...
Our (marketing) assumptions <ul><li>Permanent campaigning is a reality </li></ul><ul><ul><li>Needham (2005), Newman (1999)...
Relationship Marketing (Nordic School) <ul><li>Marketing [which] is to establish, maintain, and enhance relationships wit...
Relationship Marketing Practice <ul><li>Customer lifetime value </li></ul><ul><ul><li>difference between the costs of att...
Is the Rudd Government using relationship marketing?
Analysis 1 non-campaign promise policy initiatives Yes Ability to cross-sell products once the relationship is established...
Is the Rudd Government using relationship marketing? <ul><li>Example of trust, reciprocity and commitment in a single poli...
Analysis 2: Tag Cloud
Recoded Cloud
Leximancer <ul><li>content analysis emulator </li></ul><ul><li>machine learning protocol for textual analysis </li></ul>...
 
 
Supervised Ontology Commitment and the Budget Speech
Commitment
Is there a problem?
Key Takeouts <ul><li>Hallmark indicators of relationship marketing are present in the Rudd Government actions </li></ul><u...
Questions?
 
 
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Political marketing During Office: The unresolved question of voter relationship marketing

an exploration of the continued political marketing activities of the Rudd Government as an extension of the Dann and Hughes (2008) Lessons from Kevin07™ paper, and an extension of the Newman (1999) and Needham (2005) perpetual campaign theory
Published on: Mar 4, 2016
Published in: Business      News & Politics      
Source: www.slideshare.net


Transcripts - Political marketing During Office: The unresolved question of voter relationship marketing

  • 1. Political marketing During Office The unresolved question of voter relationship marketing Dr Stephen Dann School of Management, Marketing and International Business, ANU
  • 2. Marketing and Politics <ul><li>Marketing </li></ul><ul><ul><li>system of exchange between customer, marketer, organizations and society </li></ul></ul><ul><ul><li>creates a dynamic series of transactions </li></ul></ul><ul><ul><ul><li>money, ideas, loyalty and benefit </li></ul></ul></ul><ul><li>Core philosophy </li></ul><ul><ul><li>provide for the individual’s needs within the capacity restraints of the organization and society </li></ul></ul>
  • 3. Our (marketing) assumptions <ul><li>Permanent campaigning is a reality </li></ul><ul><ul><li>Needham (2005), Newman (1999), Howard (2004) </li></ul></ul><ul><li>Separation of political party campaigns and governing party campaigns </li></ul><ul><ul><li>Insufficient divide currently </li></ul></ul><ul><li>Voters are trading a vote/support for “something of value” </li></ul><ul><ul><li>emotive, irrational, intelligent and calculating </li></ul></ul><ul><ul><li>imprecise purchases of uncertain future outcomes </li></ul></ul>
  • 4. Relationship Marketing (Nordic School) <ul><li>Marketing [which] is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises [p. 138] </li></ul><ul><ul><li>Grönroos (1990) </li></ul></ul>
  • 5. Relationship Marketing Practice <ul><li>Customer lifetime value </li></ul><ul><ul><li>difference between the costs of attracting, keeping and servicing the customer against the revenue generated by those activities (Berger and Nasr, 1998). </li></ul></ul><ul><ul><li>explicit statement and calculation of the different value of each customer to the organization </li></ul></ul><ul><li>deliberate exclusion of low value customers </li></ul><ul><ul><li>(O'Malley and Tynan, 2001; Dorrington and Goodwin 2002). </li></ul></ul><ul><li>Political applications of exclusion of low return voters could be found in the dogwhistles and wedge politics (Cottle and Bolger, 2008) </li></ul>
  • 6. Is the Rudd Government using relationship marketing?
  • 7. Analysis 1 non-campaign promise policy initiatives Yes Ability to cross-sell products once the relationship is established Credibility of interpersonal messages ahead of party political statements Yes Word of mouth is important Declining party loyalty swinging voter populations Yes Brand switching is common, but can be prevented or minimized Multi-party political system Yes There are alternatives in the market. Voters elect the government through selective support of political parties Yes customer controls the selection of the service supplier Election cycles Yes ongoing or periodic desire for the product or service How Present RM Condition
  • 8. Is the Rudd Government using relationship marketing? <ul><li>Example of trust, reciprocity and commitment in a single political statement: </li></ul><ul><ul><li>… honours the RuddGovernment's commitments, and allows us to look Australians in the eye and say we delivered the policies they voted for last November. We are doing what we said we would do. </li></ul></ul>
  • 9. Analysis 2: Tag Cloud
  • 10. Recoded Cloud
  • 11. Leximancer <ul><li>content analysis emulator </li></ul><ul><li>machine learning protocol for textual analysis </li></ul><ul><li>visualization of common themes and related concept groups from textual data </li></ul><ul><ul><li>Smith, 2000 </li></ul></ul><ul><li>unsupervised ontology discovery </li></ul>
  • 14. Supervised Ontology Commitment and the Budget Speech
  • 15. Commitment
  • 16. Is there a problem?
  • 17. Key Takeouts <ul><li>Hallmark indicators of relationship marketing are present in the Rudd Government actions </li></ul><ul><ul><li>Budget speech analysis </li></ul></ul><ul><li>Relationship marketing principles are not far removed from good government </li></ul><ul><ul><li>Trust, reciprocity and commitment </li></ul></ul><ul><li>Relationship Practice is exclusionary by design </li></ul><ul><ul><li>Voter Lifetime Value is not an appropriate way to conduct government policy </li></ul></ul>
  • 18. Questions?

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