This paper focuses on the digital applications in political communication and on the building of the consensus, assuming that it is necessary to change the idea of Internet as a simple means of mass communication, and analyse it as a social means of acquiring, stimulating, and involving people in a particular political idea or movement. The social developments in the Internet networks are leading to an integration of the real with the virtual world making Internet a more and more faithful representation of the reality and the social networks of different subjects. This makes Internet a great opportunity to build consensus. On the basis of such considerations, we are going to work out a model of communication in the Internet, integrated in the political marketing flow and divided in the following phases: acquisition, activation and defence. This model is based on the significant case study of Barack Obama.
Keywords: Political marketing, Web 2.0, Internet Marketing, Political communication, social network, blog.