Obama 2012 campaign just recently hired Teddy Goff as its new Digital Director to spearhead Obama’s presence in digital media. Goff comes from the Blue State Digital, a marketing company which in 2008 managed my.barackobama.com. Obama’s 2008 new media director, Joe Rospars, is also back as campaign’s Chief Digital Strategist. Michael Slaby, another veteran of Obama’s 2008 run, will serve as Chief Integration & Innovation Officer responsible for efficient use of digital technologies in the current campaign. All of that makes it clear that Obama’s plan for winning the White House in 2012 will be to build on the strategies which in 2008 worked for him so well. But can he really repeat in 2012 what he did in 2008? This article takes a look at Obama’s 2008 digital media endeavors and analyses them from a purely business/marketing perspective (yeah, finally politics aside!). So what were Obama’s advantages in 2008 and are they still applicable in 2012? Let’s take a look.
