2027: POLITICIANS MUST EMBRACE DIGITAL MARKETING — COMMUNICATION EXPER
By PINAIBA BOLOUERE FIRSTLADY
As political activities gradually intensify ahead of Nigeria’s 2027 general elections, a communication expert, Mike Dada, has urged politicians and political organisations to embrace strategic, data-driven digital marketing as a major tool for engaging voters and communicating their policies.
Dada said the changing nature of political communication requires aspirants and political parties to move beyond traditional campaign methods and pay greater attention to the digital space, where millions of Nigerians now receive news, discuss public issues and form opinions about political candidates.
According to him, the growing influence of social media and other digital platforms has created an opportunity for politicians to communicate directly with citizens, understand their concerns and present their programmes in a more targeted and measurable manner.
He stressed that successful political communication in the 2027 election cycle would require more than simply creating social media accounts or posting campaign messages. Politicians, he noted, need to understand their audiences, analyse voter interests and develop communication strategies based on credible data.
Dada explained that data-driven digital marketing could help political actors identify the issues that matter most to different groups of voters and tailor their messages accordingly.
He said such an approach could also enable campaign teams to monitor public reactions, measure the effectiveness of their communication and make informed adjustments throughout the election period.
DIGITAL SPACE BECOMES KEY TO POLITICAL ENGAGEMENT
The communication expert noted that the increasing use of smartphones and internet-enabled platforms has transformed the way Nigerians interact with political information.
Rather than depending exclusively on rallies, billboards, radio and television advertisements, politicians can now engage voters through social media platforms, websites, online videos, podcasts, newsletters and other digital channels.
However, Dada’s call goes beyond simply increasing online visibility. He advocated the use of digital platforms to promote meaningful engagement between politicians and citizens.
He suggested that candidates should use the platforms to explain their policies, respond to legitimate concerns, showcase measurable achievements and provide voters with accessible information about their programmes.
CREDIBILITY AND RESPONSIBLE COMMUNICATION
Dada also emphasised the importance of responsible communication as politicians increase their presence online.
With misinformation, disinformation and misleading political content capable of spreading rapidly through digital platforms, he stressed the need for campaign organisations to prioritise accuracy and credibility.
According to him, political communication should be built around facts, clear policy proposals and respectful engagement rather than personal attacks and the deliberate spread of false information.
He further encouraged political actors to see digital marketing as a long-term communication strategy rather than merely an election-season publicity tool.
2027 CAMPAIGNS AND THE POWER OF DATA
The 2027 elections are expected to generate significant political conversations across Nigeria, with parties and aspirants already beginning to position themselves ahead of the contest.
Against this backdrop, the ability to communicate effectively with different categories of voters could become increasingly important.
Data-driven strategies can provide campaign teams with insights into voter interests, online engagement patterns and public reactions to major policy issues. Such information, when obtained and used ethically, can help politicians communicate more effectively with their target audiences.
Dada’s position therefore points to a broader transformation in Nigerian political campaigning, where digital communication is becoming an increasingly important component of electoral strategy.
As the 2027 political season approaches, politicians and political parties may face growing pressure to combine traditional grassroots mobilisation with modern digital engagement.
For Dada, embracing the digital space is no longer simply an option for political actors seeking relevance. It is becoming an essential part of how candidates can connect with an increasingly connected electorate.
GLOBAL EGBERI MEDIA INTERNATIONAL LTD
Reporter: PINAIBA BOLOUERE FIRSTLADY
About the Author
