I am Alex White, a progressive campaign strategist, writer, social marketer and policy activist.
Elections traditionally have been largely won by which side can afford the most mass advertising. For decades, television has been the most crucial place to advertise — in the US, it’s been up to $125 million combined. In the UK, the 2010 election was “upset” by the television debates (there were televised debates for the [...]
Have you heard of the Zero Moment of Truth? Perhaps you’ve heard of the First Moment of Truth (and the follow up, Second Moment of Truth)? The Zero Moment of Truth is a marketing concept coined by Google, as an evolution of the “First Moment of Truth” which occurs “at the store when a shopper [...]
Online advertising is essential for union and political campaigns – especially as they heat up or get closer to important milestones (e.g. calling of the election, a vote in parliament, a strike or election day itself). A case in point is the graph above. It shows the search traffic for 2010 – the number of [...]
This won’t be a major issue for most people, but Google once had a very valuable asset: Google News. Google News once aggregated 1000s of news stories from across the web and allowed users to customise “sections” according to their preference – even using news keyword searches. You could even decide how many stories would [...]
Something I just discovered (much to my annoyance) is that Google Analytics does not allow for easy (in fact, any) migration of account data from one account to another. Google Analytics is a very powerful tool for web masters to get information about their site, content and visitors. Every union website should use Google Analytics [...]