Presidential Candidates Missing Online Audience

    July 2, 2007

All of the major presidential candidates have an online presence, but their current online strategies are not reaching 42 percent of voters who use the Internet for information about politics, according to a study from iCrossing "How America Searches: Election 2008."

"An effective online campaign strategy encompasses much more than just putting up a nice Web site," said Jeffrey Herzog, CEO, iCrossing. "Our research shows that people are looking for election-related information online, but most presidential hopefuls are missing out on the opportunity."

Forty-seven percent of those who go online for political information use search engines to do their research. Eighty-eight percent of those who use the Internet for political information visit online news sites and 42 percent go to social media sites. Just 30 percent go to a candidate’s Web site.

Out of potential voters who are looking for election information online, 61 percent of 18 to 24 year olds and 55 percent of 25 to 34 year olds search for information on user-driven content sites such as blogs, YouTube and Wikipedia.

The iCrossing study says that candidates need to build out content around highly-searched issue based terms and focus their online marketing campaigns on building visibility for them in both paid and organic search.