At a time when nearly 60% of Americans use text messaging, political candidates have found the value of this new media.

Text messaging today is as important to the American public as the fireside chats of the FDR era that targeted radio listeners. In fact, statistically, text messaging is more important than radio was in the 1930’s…by far.

Barack Obama is using a cutting edge text message solution to sway voters. Last summer, the Illinois senator launched a text message initiative to organize volunteers and encourage supporters to text GO to 62262 (OBAMA).

The Obama campaign’s site offers free ringtones from Obama’s speeches, Obama wallpapers, and voters can send questions to get policy statements. The text campaign also includes information on how to donate or volunteer for the campaign.

Obama’s text campaign is also the only one to regionalize its database. This has been valuable in getting the public out to see the senator during his local political speeches.

While Obama’s text message campaign may be the most active, Hillary Clinton and John Edwards actually had their text message campaigns going before Obama did and former President Bill Clinton has recently stated that he’s no longer a text message virgin either. But, Ms. Clinton’s campaign failed to use a vanity short code and never got the recognition that Obama’s did, thus causing Clinton to fall short with her text campaign and in the primary election.

Text message campaigns on the political front are clearly here to stay. A University of Michigan and Princeton University study found that using text messages to remind voters to get out and vote increase voter participation by 6% among young voters. You can bet Obama will be sending reminders on Election Day.

Obama’s mobile marketing campaign became the biggest news story surrounding his announcement of Delaware Senator Joe Biden as his running mate. The Obama campaign sent out 2.9 million text messages announcing his vice presidential choice. In an election that is projected to go down to the wire, Obama’s text message marketing just might be the difference.

The efforts of Obama and Clinton contrast starkly to the John McCain campaign that has yet to add any element of mobile marketing. “It’s not surprising given his age,” said Bob Bentz, director of marketing at Advanced Telecom Services that supplies text message solutions to businesses. “Only 11% of those over 65 use text messages.”

Maybe that’s one reason why Barack Obama has a huge advantage among younger voters.   But, we will have to wait until the dust settles in November to see if this new media marketing can help capture more votes.