The process of democratic decision-making is changing. Political debates are increasingly carried out in the digital space. We advise political actors, organisations and companies on how they need to communicate digitally in order to establish digital relationships with their stakeholders and to promote their concerns effectively.
The starting point for our strategic consulting approach are our clients’ political and communicative goals. These can be very different: a party wants to win an election; an NGO wants to mobilise people towards politics for a specific issue; or a business association wants to generate political attention for a niche topic.
The basis of our strategic consulting approach is data. This means that we develop communication decisions, customer positioning, campaign structures and target groups on the basis of platform data, surveys or publicly available data. It’s all about understanding why people are interested in a political issue or an organisation.
The goal of Political Performance Marketing is to connect a group of people with an organisation or a political position, based on data-based political preference assumptions in order to inform, mobilize, or convince them. This means that we identify target groups that are most likely to be interested in a political topic or concern and that we use social media platforms to connect these people with political and social actors who are promoting the same topics.
We ensure that political actors increase their digital reach in a relevant way so that they get more attention for their messages and concerns, enter into a direct digital dialogue with people, and build a sustainable community of supporters.
Our approach is to connect target groups and organisations with content that creates a sense of involvement in a sustainable way. Thereby, we strengthen their political positions in the digital public sphere. We only support target group–specific communication that is publicly available for everyone, respects people’s privacy and personal data, and that aims to involve more people in digital democratic discourses.
Attention: a scarce economic commodity in the digital age. It is therefore crucial for political actors to address their own target groups in the digital jungle with relevant content that creates a sense of involvement. The challenge: political and social topics in particular are often complex, and must be thought of in a simple, consistent, creative, and mobile-first way to arouse people’s interest.
Based on the behaviour-oriented content matrix, we are constantly developing and testing new formats for the digital public. Whether it is static or moving images, short and crisp or long and rich in detail – in the digital age, political messages face the challenge of being translated into the logic of the respective platform in a way that is both understandable and appealing. More than ever before, the focus is on thinking about communication not only from the sender’s point of view, but also and above all, from the recipient’s point of view: What is the recipient interested in? Are informative facts and figures more relevant to the discourse or is it rather an emotional short video?
In the process of content creation we rely on data. It helps us to make decisions based on facts and figures rather than mere feelings. This means that we constantly adapt and realign our digital content and topics according to the response on a platform or within a target group, so that the public we target is engaged and sustainably integrated in the best possible way.
Data is the basis for successful digital communication. It provides us with information about the platforms on which we can address the relevant target groups for the political issue in question. Every digital communication strategy must address how an organisation can sustainably build up its own data points in order to become independent of platform data in the long term.
Data gives us input for the creation of communication strategies, enables us to measure the success of digital communication and forms the basis for the identification, testing and further development of relevant target groups. Our work is based on the use of customer data, platform data, publicly available data and surveys that we conduct for our clients. In workshops we work together with our partners to help them better understand internal and external data and learn how to use it profitably for their digital communication.
With the help of data analysis, clustering procedures and our own software tools, we develop solutions every day to make data usable for political communication. Integrity is our top priority. No data is purchased or collected without the consent of the users. The focus is not only put on how we use data not only to enable more relevant communication, but also on creating organizations and processes that structurally strengthen the democratic discourse as a whole.