Learning Activity 1: Digital Marketing Channels

Case study

We are going to look at digital marketing channels used in an electoral context by the Obama team. This topic is covered in a large number of articles, case studies and even scientific documents.

Case study 1 - Available at: https://fulcrumtech.net/resources/social-email-media-obama-romney/

Go through the case study and then answer the following questions:

  1. How did the Obama 2008 campaign differ from previous ones? How did Obama 2012 differ from Obama 2008?

  2. Identify the digital marketing channels used in the campaigns. Were they the same in both campaigns?

  3. Why were digital marketing channels used?

  4. Identify how data collected was used in the campaigns.


Work out the above questions in a word document and upload on the platform.