Barack Obama's Integrated Marketing Communications Strategy

They also contributed small sums which added up to a substantial amount for the campaign, thanks to the sheer number of contributors. Obama also had a dedicated website called "FighttheSmears" with the sole aim of addressing and combating any false accusations about himself as and when they appeared. The entire campaign was well structured to project a consistent image of Obama and every action taken by the campaigners was well thought out. Experts believed that Obama used the Internet with skill, efficiency, and care and his labor had borne fruit in the form of his victory. David Plouffe, Obama's campaign manager, was the one who maintained all campaign communications and kept a tab on information releases.

Obama ended his victory speech with the following words: "This is our time, to put our people back to work, and open doors of opportunity for our kids; to restore prosperity and promote the cause of peace; to reclaim the American dream and reaffirm that fundamental truth, that, out of many, we are one; that while we breathe, we hope. And where we are met with cynicism and doubts and those who tell us that we can't, we will respond with that timeless creed that sums up the spirit of a people: Yes, we can. Thank you. God bless you. And may God bless the United States of America".⁶ Analysts felt that Obama's innovative campaign had not only helped overcome some potentially debilitating barriers on his way to the White House, but also firmly established him as a strong brand.