Date:
5 October 2026 4:00am WAT
Politicians preparing for the 2027 elections must begin building their public image early and embrace data-driven digital marketing to effectively connect with an increasingly young and discerning electorate. The Managing Director of PRM Africa Marketing and Communications Limited, Mike Dada, has advised.
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, stressing that technology, artificial intelligence, and data analytics are changing the face of political marketing 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.
“Digital marketing is no longer an alternative channel; it is the primary battlefield. In a world of evolving tech, digital marketing allows for micro-targeting, precision, and measurement. We can send one message to a farmer in the North and a different, tailored message to a tech enthusiast in Lagos, while maintaining the core brand essence. It provides the feedback loop that traditional media lacks. It is not the future; it is now,” he said.
According to him, political campaigns must now be built around 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 a political brand, rather than waiting until a few months before an election to attempt to reshape their image.
Dada said political branding was more than producing attractive posters, television commercials, or social media content, adding that candidates must establish what they represent and build credibility over time.
