Another tense congressional election approaches and one platform both parties can actually agree on – the days of mudslinging TV ads is officially out ofstyle.  Today’s voters are politics-weary and they’re glued to their laptops more than their TVs; if you want their vote,you have to reach them personally.

Say hello to online integrative marketing campaigns! Social media networking, e-mail list serves, and online fundraising are fast replacing tired campaign techniques. Smart candidates will take a hint from 2008, when Obama’s savvy e-campaigns helped win him the election, and got Ron Paul an honorable mention for his 15 minutes of fame during the brief, but notable “Google Ron Paul” fad. 

In fact, third-party and independent candidates have the most to gain from the new innovations in integrated marketing communications.

Take both Republican governor Rick Perry, for example, or Florida governor Charlie Crist, who is on the independent ticket for the senate.  Not only has his social media marketing already proved successful enough to scrap the yard signs and canvass phone calls, he’s been staying ahead of the game with a new networking site called Gowalla. 

Enter…Gowalla

Gowalla users have the option to let their friends track them with a stamp displaying their location—which was developed specifically for political campaign events.  Gowalla works as well for scheduling fundraisers and rallies as it does for simple public appearances and informal meetings with groups of supporters.  And, if Obama-mania taught us anything, it’s that it pays to be tech-savvy, but also up close and personal.

Show Me the Money

Popularity isn’t the only benefit to be reaped by tapping into integrated social marketing and networking.  Two words: cha-ching!  Candidates in the running have to schmooze and booze large corporations or lobbyist groups for those six-figure donation dollars. Tea Party favorite, Rand Paul, publicized several online fundraisers after announcing his candidacy for the Kentucky senate in 2009. In August, he drew in $250,000 in two days, mostly from passionate Tea Partiers.  Although it fell short of its goal, this technique says a lot if you’ve ever heard a Tea Partier discuss how they feel about giving money to the government.

It’s Easy Being Green

There are other pluses to consider. Partisans may disagree about specific environmentalist policies, but going green is in vogue. E-mailing newsletters or twittering the latest to your supporters is way faster, cheaper, and greener than snail-mailing. 

Go Viral

The most immediate benefit, however, is presence.  Word of mouth—or ‘going viral’—is what ultimately revolutionized the Obama campaign throughout 2007 and 2008. By the time his opponents in the primary realized just how much Obama there was on Youtube, Myspace, and on personal websites and blogs hosted by supporters, it was too late to jump on the bandwagon. 

Company and event promoters already know that when they have a product to launch or a show to publicize, online integrative marketing trumps putting up posters.  Now, it’s revolutionizing politics, if by nothing else than forcing candidates into the same e-realm as the rest of us.  New rule of thumb: don’t vote for anyone you’re not friends with on Facebook.