Obama's website 'is helping him to succeed'

Barack Obama's website has been a crucial part of his marketing campaign and has helped him to succeed over the last few months.

This is what has been suggested by Brian Fetherstonhaugh, OgilvyOne Worldwide's chairman and chief executive, who discussed this week's US election from a marketing standpoint with EurActiv.

The industry expert discussed the estimated $200 million (£125 million) that has been donated to Mr Obama's campaign online and said that one of the key aspects of such success has been the enthusiasm that has been brought to the design of the website by Chris Hughes of Facebook.

Another major factor has been the constant refreshing of material on the website, which does not just come from Mr Obama and his team, but from the site's users.

"They do blog postings, they comment on the videos, they pass along the videos, they participate in the policies," Mr Fetherstonhaugh explained.

Mr Obama is the favourite to win the US presidential election at UK bookmakers, a big turnaround from a year ago when he was 18 points behind Democratic candidate rival Hillary Clinton in the polls.

This news story was brought to you by Bluhalo, a leading UK digital agency.