This Election, Think It's Just the Economy? Think Again

As the economy colors and polarizes voters' attitudes, the Election Day outcome President Barack Obama and Republican challenger Mitt Romney may be decided the margins by narrower issues energize small but crucial slivers of the population.

three months, the economy by most measures faltered. Yet the White House contest has remained locked in , with the incumbent holding to a slight national lead or in a virtual with his rival. Analysts from both parties have no that absent a defining, unpredictable moment, the race will remain neck and until November.

That, several strategists say, means secondary issues such as health , immigration, education, even little mentioned social issues as abortion, guns or gay rights could a difference when targeted to the audiences. those conditions, the advantage, these strategists say, rests Obama.

"Part of the power of the presidency, of the power of incumbency, is having the ability an executive order to rules, make effective law that is deeply satisfying a large group of supporters," said Steve Schmidt, Republican John McCain's presidential campaign manager in 2008 and aide in President George W. Bush's re-election operation. "Being able to deliver if you're an incumbent president really important parts of the Democratic party coalition, that's enormously important thing."

Obama already moved to shore up his support certain voting blocs, with directives on birth and immigration.

He's given his backing to marriage and brawled with congressional Republicans on of lower student loan rates.

Each issue won praise from disparate groups of voters, many of had voiced frustration with the president or enthusiasm for Obama had been waning.

"In every single state will be micro-targeted advertisement, direct mail, or online campaign to get voters there to kind of hit them those personal issues that are important them," said Rodell Mollineau, president of a pro-Obama political organization, American Bridge. "Whether you're pro-choice or -choice, pro-immigration or anti-immigration, you will be touched one or the other."

The role of these secondary issues is similar the part that gay marriage ballot initiatives played in 2004 contest between President George W. Bush and Democratic John Kerry. That election was dominated by the war in Iraq and national security . Though the extent to 11 ballot issues, especially ones in Michigan and Ohio, helped turn Bush voters eight years ago is a matter of debate, many analysts believe the initiatives at primed the vote for the incumbent.


Adapted and abridged from: CNBC, July 14, 2012.