Dr Ibn Kailan Abdul-Hamid authored this article
The integration of marketing principles into political science and electoral processes has evolved significantly in recent decades, particularly in emerging democracies such as Ghana.
Political marketing, once seen as a novel concept, has now become a vital strategy for political parties seeking to engage with the electorate, craft persuasive messages, and build long-term voter relationships.
In Ghana, the use of political marketing arguably began to gain prominence in the 2000 elections, representing a paradigm shift in political strategy and party organization.
Since that landmark election, political parties in Ghana have increasingly adopted the language and tools of marketing in their quest for electoral success. However, the depth of understanding and application of marketing principles remains uneven.
Many political actors continue to interpret political marketing in overly simplistic terms, often reducing it to campaign promotions, slogans, rallies, and media advertisements. This reductive view parallels early conceptions of marketing in the business world, where it was once mistakenly seen as synonymous with selling or advertising alone.
True marketing, whether in commercial or political contexts, is fundamentally about value creation and exchange. It involves a systematic process of understanding the needs, preferences, and expectations of target audiences, and developing offerings, be they products, services, or political platforms, that meet those needs in a meaningful way. In political marketing, this entails engaging in rigorous voter research, segmenting the electorate, tailoring policy messages, and adapting campaign strategies to reflect real voter concerns.
Unfortunately, many political parties in Ghana have yet to fully embrace this comprehensive approach. Instead, there has been a tendency to prioritize visibility over substance, communication over consultation. This imbalance was particularly evident in the 2024 general elections. The New Patriotic Party (NPP), despite its extensive promotional efforts and sophisticated communication machinery, suffered a significant defeat. This outcome suggests a deeper strategic failure, specifically, a failure to understand and align with the evolving needs and expectations of the Ghanaian electorate.
Throughout the campaign period, the NPP appeared confident in its message delivery and public relations approach. However, beneath the surface, voter sentiments were shifting. Economic challenges, rising youth unemployment, perceived inequality, and governance concerns created a sense of disillusionment among many citizens. While the party’s campaign focused on achievements and future promises, it may have missed the mark by not engaging in sufficient voter listening and needs analysis. As such, the promotional aspects of political marketing were present, but the foundational elements, market intelligence, segmentation, positioning, and voter-centric strategy, were largely underdeveloped.
Political marketing must therefore be viewed not just as a set of promotional tools, but as a strategic orientation that permeates the entire electoral process. It requires continuous feedback mechanisms, adaptive messaging, and policies that resonate with lived voter experiences. Political parties that fail to integrate this broader marketing philosophy risk becoming disconnected from the electorate, regardless of how well-packaged their campaigns might be.
The 2024 elections provide a critical learning opportunity for Ghanaian political parties and others across Africa. To remain relevant and competitive, parties must evolve beyond outdated models of political engagement. They must invest in political market research, develop data-driven strategies, and genuinely center the voter in their policy and campaign designs. Only then can political marketing fulfill its potential as a democratic tool for responsiveness, accountability, and inclusive governance.
Dr Ibn Kailan Abdul-Hamid
Head of Marketing Department
University of Professional Studies, Accra
ikabdul-hamid@upsamail.edu.gh
