While there’s no denying that the 2008 Election will go down in history for its early use of social media, it seems as if this year’s presidential contest is taking things one step further. The political sparring is extending its reach beyond the traditional social media outlets of Facebook, Twitter, and YouTube to explore the latest technologies in digital media. From mobile apps and text messages to interactive websites and display ads, digital media is playing an even bigger role in this year’s election.

According to Andrew Lipsman, VP of Industry Analysis at comScore, “Digital media has emerged over the past few election cycles as a formidable platform for political campaigns, providing the ability to efficiently target campaign messages and reach key voting constituencies at a fraction of the cost of traditional media.” Just as advertisers have learned to utilize the power of digital technology to connect with key audiences, politicians are discovering how to strengthen their campaigns with digital tactics. The following three categories highlight key ways in which digital media is being utilized and playing a major role in influencing the election:

1. Advertising: The 2012 Election is on track to be the most expensive Presidential race in US history. A major reason for this is that while TV and radio spots continue to be heavily used by each party, the candidates are now also dedicating significant resources to digital advertising. This includes paid search, display, and email campaigns that have increased online advertising spend by 700% since 2008. Within the first year of launching their respective campaigns for the 2012 Election, Obama and Romney collectively spent $54.5 million on digital advertising.
2. Websites: A candidate’s website plays a vital role in communicating key campaign information, raising funds, and gaining voter support. Both Romney’s and Obama’s websites address these needs with clear calls to action including email newsletter signups, social media integration, and online donation forms. The major difference between the two sites is in the strategy each candidate has taken to address the mobile web. Unlike four years ago, the advancements in mobile technology make it vital for campaigns to acknowledge the increasing number of users browsing from their smart phone and tablet devices. The Romney campaign has a mobile specific website that contains particular subsets of information from the desktop version. Obama has taken a newer approach and launched a responsive website that automatically adjusts to fit the user’s device.
3. Mobile: The emergence of mobile technology is one of the greatest advances since the 2008 Election. In addition to their mobile-optimized websites, Obama and Romney have catered their campaigns to provide interactive resources and on-the-go capabilities for mobile users. Both campaigns now accept donations through text messaging and have free apps available for download. The parties have also learned to utilize mobile for its sharing power in order to provide voters with immediate interaction. Instagram, for example has become a key network for each candidate by allowing them to visually document every stop on the campaign trail.

Although digital activity may not be a direct translation to more votes, it is certainly playing a key role in influencing this year’s Presidential race. From online advertising and websites to mobile optimization, the use of digital media not only provides Obama and Romney with a competitive edge but represents a much greater advancement in communication. Digital media in the 2012 Election connects voters and politicians on a more accessible level, making it a vital tool in paving the road the White House.