The Wall Street Journal follows the aftermath of Obama's mobile marketing success:
Tech-savvy tactics helped give Barack Obama's presidential campaign an edge. Now, several of the ad-technology companies that powered the campaign's digital push are touting their role in its success, hoping to gain an edge over their own competitors.
No sooner did the polls close than companies such as New York communications agency SS+K, mobile-marketing firms Distributive Networks and Quattro Wireless and online-ad firm Pontiflex began highlighting their role in the campaign to solicit new business. Now, big-name marketers including retailer Gap and insurer Allstate are seeking out these firms, hoping the Obama effect will rub off.
By using mobile-phone advertising, the Obama campaign rounded up volunteers and encouraged voters to go to the polls. It built a list of mobile-phone numbers, developed profiles of potential voters and sent them targeted messages.