Barack Obama: the marketing lessons

The latest edition of the Journal of Direct, Data and Digital Marketing Practice (Volume 12, Number 1) has a piece from me titled, “Obama: The marketing lessons”.

The piece itself isn’t available to read for free online, but here’s the abstract:

Barack Obama’s double campaign for the democrat nomination and then for the Presidency presented numerous opportunities for improved marketing based on savvy use of technology. Integrating data, using the internet (particularly social media), exploiting text messaging, embracing interactive methods of communication and building on technology already developed for others all combined to give Obama’s campaign a boost. But the key factor was the message and leadership from the top.

UPDATE: It is now available for free online here.