Politicians need early branding, digital strategy ahead of 2027 elections — Dada
Politicians preparing for the 2027 elections need to start building their public image early and adopt data-driven digital strategies to effectively connect with an increasingly young electorate, the Managing Director of PRM Africa Marketing and Communications Limited, Mike Dada, has said.
In a recent statement, Dada, a marketing and public relations expert, said the era when politicians relied mainly on rallies, posters, political structures and traditional media to reach voters was gradually fading, as technology, artificial intelligence and data analytics continued to reshape political campaigns.
Speaking on the future of political marketing, Dada, who is also the Founder and Executive Producer of the All Africa Music Awards, said digital marketing had become central to modern electioneering, allowing campaigns to use micro-targeting, precision and measurement.
He said political campaigns should be based on proper assessment of the electorate, demographic and psychographic analysis, voter segmentation and targeted communication. He also urged politicians to treat their personal brand, records, values and communication as components of their political brand.
Dada, whose company, PRM Africa, he said had managed 16 elections end-to-end, stressed that political branding went beyond posters, television commercials and social media content, urging candidates to establish what they represent and build credibility over time.
“Branding is not a coat of paint you slap on two months before an election. It is a reputation built over time. Define your ‘brand essence’ early. What do you stand for? If you wait until 2027 to tell us who you are, the opposition will tell us who you are first,” he said.
The tech entrepreneur and lawyer said data would also play a critical role in measuring the effectiveness of campaigns through tools such as sentiment analysis, digital footprint tracking and polling. He, however, stressed that digital campaigns could not replace grassroots mobilisation, adding that online communication must be supported by on-the-ground engagement.
Dada also called on governments to engage professionals to communicate their policies and programmes, arguing that poor communication could create a disconnect between governments and citizens.
