I have just come across this pretty interesting piece of news, about the novell approaches the Darwen town council (in Lancashire, UK) is taking for the coming elections.

I have always thought the Internet will eventually reshape the form of elections - perhaps, if I dare be so bold, maybe even form the basis for a new type of democracy - so it is very interesting to see attemts to utilise this and other technologies in a positive way in all kinds of elections.

Darwen town council has chosen a mix of different approaches, including YouTube, Twitter, Facebook and other social networking media, in order to complement other existing channels. From the full article:

Graham Burgess, chief executive of Blackburn with Darwen Council, said the council wanted to use new methods such as Twitter, Youtube and Facebook “to engage with wider audiences”.

He added: “These new channels present an excellent opportunity to reach new audiences and signpost them towards the main Council website where information about the full range of council services and activities can be found . It is, however, important to note that these channels are being explored in the context of complimenting existing channels, not replacing them.”

Voters in five wards, Earcroft, Marsh House, Sudell, Sunnyhurst and Whitehall, go to the polls tomorrow to elect 13 town councillors.

In addition to such channels, however, there will also be a mobile marketing element, in the form of a bluetooth marketing campaign.

To remind people to vote, mobile phone users walking past four hotspots in the borough will be targeted by a special bluetooth video.

The council will be sending the video - depicting a range of unusual and imaginative ways to make an X symbol – to anyone with a Bluetooth enabled phone walking past he town halls in Blackburn and Darwen, The Mall or near Blackburn Market.

This is an excellent example of mobile marketing being used to complement other channels and approaches, and I can't stress enough how important this is. Mobile marketing campaigns on their own will have some effect - but it is when they are used in combination with other channels that they will give you maximum results.