GOP Outgunning Dems Online in House Races
12:05 PM, Apr 21, 2010 • By MARY KATHARINE HAM
ClickZ reports today that the GOP is quantifiably outperforming Democrats in online buying for House races in 2010:
There are plenty of factors involved. The party out-of-power has more incentive to stay on top of its digital game and innovate. The GOP has also been spurred by the obvious technological components to victories in Virginia, Massachusetts, and Gov. Rick Perry's primary win in Texas.
Another consultant offers an interesting theory: That traditional Republican firms are more attuned to direct mail than TV, and understanding direct mail microtargeting makes one more likely to naturally understand the benefits of online microtargeting. Traditional Democratic firms, on the other hand, are more focused on TV, which doesn't translate as well.
I think he's right that online microtargeting is an obvious successor to direct mail microtargeting, as I wrote in this week's piece on the right's progress online, but that doesnt explain why Democrats got such a jump on Republicans in this area in the first place. In the end, though there are differences between the talent on the left and right, the biggest factor in technological invention seems to be electoral necessity.
In other techno-GOP news, Rep. Cathy McMorris-Rodgers is banding GOP House members together to increase their Twitter followers— an area where they already lead Democrats by a wide margin. She made a list of the 56 GOP House members on Twitter, so they can be followed with one click. Now, a friendly competition is on:
From a regional, rump party in the dark ages on the web to a tech-savvy party that wins in Massachusetts— all in one year. Not bad, but the progress has to stick and spread between now and November and after.