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Political campaigning relies on voter participation. The way to mobilize people to get politically involved is through mobilization efforts and through community outreach. In 2016, a new way of political campaigning got underway. It is known as political microtargeting.
Microtargeting is a method used by political groups and candidates aimed at specific groups of voters.
In recent years, online campaigning has been a topic of interest for pundits. It involves the use of political ads aimed at specific people or groups of people to get a certain message across. The idea is to use a data-driven campaign strategy that involves voter behavior analysis and voter behavior insights that offer clues into the voting patterns of individuals.
Political microtargeting is critical to the campaign process for a few reasons. One major aspect is that it improves political self-efficacy for individual voters. Each person feels heard when they are contacted regarding a burning issue that they feel so strongly about. Some political microtargeting efforts include surveys and polls that allow citizens to express concerns over the issues that they feel are vital to their state or country.
Another perk of political microtargeting is that it improves political efficacy for the candidates. Each person running for office can earn the trust of each citizen by asking and listening to their concerns or questions. Voters and candidates can use direct communication through emails and social media. This is also known as digital political campaign messaging.
Understanding Political Microtargeting
Political microtargeting is a concentrated effort at mobilizing individuals to vote. The idea is to use data-driven political campaigns that aim at the interests of individuals and groups. This marketing strategy goes beyond traditional voter outreach tactics in that it uses digital technology to glean information on individuals online. The traditional method for candidates includes phone calls, flyers that were sent in the mail, and door-to-door knocking. These approaches involve volunteers who would visit people living within a certain district and speak to them about the upcoming elections.
This explains why people are most likely to see an ad for a certain type of political issue. It involves anything that's current, whether it's Covid or the economy. Other ads may include messages that involve debates on abortion. Those who are pro-choice will receive ads for places like Planned Parenthood, for example. Both political parties use precision campaign techniques to target specific voters who live in certain areas or regions.
The most effective method in political microtargeting is the use of text messaging. This opens a door for candidates and voters to communicate directly with each other. A text message demands a reader's time and immediate attention, which is far more effective than radio and TV ads. Plus, it draws on the strength of instant political messaging to capture the person's attention to the issue presented. In most cases, it includes a direct link to the candidate's site with more information such as candidate profile information and outside sources.
Benefits of Political Microtargeting
Political microtargeting benefits both candidates and their supporters in several ways. One is there is more direct communication between candidates and their supporters. They can connect directly with a more receptive audience, plus it improves political efficacy on both ends. Citizens are motivated to make a difference when their voices are heard. Plus, political groups create ads that have a certain level of emotional appeal.
Increased campaign efficiency is another benefit of political microtargeting. Efforts to reach an audience are more specific because digital technology relies on a data-driven campaign that uses voter behavior insight to gauge how someone will vote. The basic premise is to get a synopsis of how voters feel about government performance and what issues impact them or the environment.
Challenges and Ethical Considerations
The use of new media in online political campaigns has many perks. It can get a message across a wide audience much faster than more traditional methods. It helps to bring greater attention to candidates and the issues that they represent. It's far better for boosting political efficacy because candidates are more likely to attain support from loyal citizens.
However ethical concerns in microtargeting and online political campaign tools center around data privacy in microtargeting for users, which raises the issue of using data to manipulate voters.
But like most new media, it has a few drawbacks. Ethical concerns in using a digital political campaign and personalized campaign messaging raise issues like information privacy and data protection. Anything done online bears a substantial amount of risk, and good security is vital to voter privacy.
But it isn't just the question of voter privacy that's at stake. The political manipulation of voters using filter bubbles through Google is used. Information on voters is accessed and judgments are made based on individual search history and personal preference.
Another potential barrier is the ready availability of voter profiles. Due to loosened security, potential hackers can access voter information online and abuse it to their advantage. This is usually done in cases where votes for specific candidates are suppressed in favor of an opponent. Problems like this are far more rampant on social media sites like Facebook where user data is accessed worldwide.
Voter manipulation is another concern in the widespread use of digital technology. Online use is vulnerable to tracking software where manipulative influence is exerted. Targeted communication strategies use special tools known as trackers, which are voter surveillance devices placed on websites used by voters.
For example, someone who visits a senator's website can receive information based on what that tracker finds. If that senator happens to be a Democrat, then the user may soon receive messages about the Democratic Party.
These standards raise further concerns regarding information privacy, as it can easily get into the hands of the wrong group. Political campaigns may also request information through email to elicit donations for a cause or to ask for a voter's signature on a petition. Any digital political campaign that sends these emails should offer citizens the option to set their own personal voter preferences by unsubscribing.
Key Components of Microtargeting Strategies
Online campaign strategies have several key components. One is the use of voter manipulation by online political campaigns to get an idea of each voter profile. Data collection, profiling, personalization, and targeting all reach a segmented online audience with similar views and interests. Digitalized political campaigns may set up websites that encourage users to sign a petition or subscribe. Some sites offer campaign newsletters and routine updates from the candidates themselves.
Digitalized political campaigns are known to target specific groups of people, a phenomenon known as segmenting voter demographics. Organizations and candidates retrieve data based on voter behavior insights and demographics based on data on all citizens of legal voting age. This includes registered voters, potential voters, and non-voters. Digital campaigning sites use online polls or surveys.
These surveys begin with the question "Do you plan to vote in November?" The idea is to sift the right people to motivate them to vote and to identify people who are willing to go to the polls on Election Day. This tailored political outreach targets those who have every intention of voting. Those who answer yes will be contacted further by a candidate or an organization. Likewise, those who say no will be removed from the contact list and will no longer receive any further political communication.
Registered voters are those who have voted and are going to vote. Likely voters are inactive voters who are registered and are likely to vote in the upcoming elections. Personalized campaign messaging then follows as a mode of communication between voters and candidates. Some groups use digital campaigning to craft personal messages based on survey responses. Microtargeting benefits many people in this way.
Real-World Examples
Modern campaign strategies that microtarget citizens are becoming more commonplace. People who are segmented into specific groups by age, beliefs, and personal insights will be targeted by both political parties. Sifting of voters is usually done by surveys that ask specific questions about political party affiliation.
Specific survey questions may center around key topics such as abortion. Survey respondents are asked if they are pro-choice or pro-life. How a person responds may help tailor future political messaging strategies. For example, some strategists may infer that those who vote pro-choice will feel likewise about new green energy policies or stricter gun control laws.
An impact on campaign outcomes may be stronger when data-driven politics is used. It could allow candidates to gain in the polls with the help of online supporters. Many microtargeting success stories have emerged, such as tighter gun laws, for example.
Implementing Political Microtargeting
Implementing effective campaign strategies online can be done in a few easy steps. It starts with identifying a goal, choosing an audience, planning a campaign budget, and analyzing campaign data. From there, political content is created with information about the ads and relative links. This content should be edited for effective campaign precision prior to being presented. Once the final draft is completed, it can be sent to a selected group of voters.
Content creators should think about the audience they're trying to reach. This will require some research into any leading keywords used by others pursuing the same topic. Voters may be interested in finding out more about the issues.
The Future of Microtargeting in Politics
In recent years, political communication advancements in campaigning have evolved along with technology. The use of smartphones now makes it easier to reach people on the go as well as at home. Surveys can be taken while waiting in line at the grocery store or while eating out. This type of fast-paced use may have greater implications for the future of microtargeting among political communicators as well.
Conclusion
Digitalized political campaigns are more common among candidates and voters. Getting a message across online requires identifying a goal, finding a target audience, setting a campaign budget, and analyzing data. Content should be created and tailored to meet time and budget needs. The idea is to increase political efficacy and boost voter turnout for every election. The key is in the effective use of vital information.
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