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President Obama himself started a movement in 2008 when he announced his Vice President pick over a mass text message, and this trend is steadily gaining popularity among political candidates running for election this fall.

Former CEO of Hewlitt Packard and California Senate hopeful Carly Fiorina, as well as former eBay CEO Meg Whitman, who’s also California’s Republican nominee for governor, are just a couple of many politicians that have realized the power of holding their voters’ cell phone numbers and who are creating text message marketing campaigns to reach those voters.

“We’re definitely embarking on new technology,” said Marson Harrison, a spokesman for Carly Fiorina’s campaign, to Fox News. “Many campaigns haven’t been brave enough and bold enough to step into this realm. We’re very comfortable, had excellent results and again we’ve made thousands of calls through this technology.”

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