(From time to time, we re-post Google-authored pieces on our blogs. This piece, bylined by Rob Saliterman of our Politics & Elections team was originally published in the Daily Caller on December 28, 2011. With the Iowa Caucuses barely in our rear mirror and the New Hampshire Primary fast approaching , we thought it was a perfect time to introduce this concept to our readers. -Ed.) Iowa caucuses are a blur of rallies, phone banks, and television commercials as presidential candidates blitz the state to turn out voters on their behalf. This election cycle, the usual flurry of activity has only just begun — even as the race has seen unprecedented volatility, with six different candidates having led Iowa polls at some point. The final result on January 3 remains difficult to predict, but the presidential primary so far has made it apparent that traditional political campaigns are being transformed by forces that can be explained through a framework that is redefining consumer marketing campaigns: Google’s “Zero Moment of Truth ” concept.Campaigns and Elections reported that a survey by Public Opinion Strategies and SEA Polling found close to one-third of likely voters nationwide said they had not watched live TV in the past week and 45 percent said live TV isn’t their primary mode of consuming video. Traditional voter contact methods like direct mail and phone calls are stimuli that drive voters to conduct further research — and the Internet provides an infinite resource to validate or refute campaign messages. Candidates this year have surged in the polls, only to face that Zero Moment of Truth for voters and then see their standing fizzle.Associated Press reported recently iin an article headlined “Presidential race in Iowa quieter than in the past,” voters “can go online and find information about the candidates without having to wait for the White House hopeful to show up in the town square.” Just as car-buyers enter auto dealerships knowing the exact model, dealer invoice price, and MSRP of the vehicle they wish to purchase, voters knock on doors to persuade their neighbors, visit coffee shops to influence friends, and ultimately enter voting booths to cast ballots knowing candidates inside out. The type of conversations that once happened over backyard fences now are not only informed by fresher and more detailed information, but are also digitally archived on social networking sites.TechPresident.com late last year, “Intent marketing is obviously going to be your highest-return-on investment because someone has gone into Google and typed in a word, and they have an intent to take an action.” In other words, the only real 3:00 a.m. moments in politics are when sleepless voters surf the Internet.The Associated Press noted that “part of the change [in campaigning in Iowa] has been driven by Romney’s approach to the state,” and Moffatt told TechPresident.com that the Romney campaign’s overall approach has meant devoting at least 10 percent of its paid media budget to online advertising. Over the next week, pay attention to the ads next to online news stories, before online videos, and alongside online search results — and you will see endless opportunities for persuasion. How many arguments at your holiday dinner table were settled by someone opening a search browser on their mobile phone? The sales funnel is becoming less linear — and, as this first-ever Zero Moment of Truth primary shows, so are political campaigns.Posted by: Rob Saliterman, Google Politics & Elections Team
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