Voter Targeting in the Age of Covid-19

Obama's 2008 Presidential campaign has become the blueprint for how political campaigns operate. Democrats and Republicans alike (including Texas Senator Ted Cruz) attribute their modern campaign strategies to the former President.

Obama's campaign changed the way that national campaigns were run. Rather than placing the focus on engaging national media and dishing out big dollars for indiscriminate campaign ads, the Obama campaign was among the first to use Big Data to track and target voters. Messaging was directed to particular voters, so that those most likely to be influenced were the primary recipients. This, in turn, increased the effectiveness of the campaign's limited funds. Since 2008, political campaigns all over the country have attempted to employ Big Data to guide their campaigns. Some have done this successfully, like the 2012 Cruz Senate campaign. Others have done this unsuccessfully, like the 2020 Bloomberg Presidential campaign. The truth is, having the data is only half of the story. Campaigns also need to know what to do with it, and have a candidate that can run a grassroots campaign directed by the data. These data driven campaigns combined with the rise of social media to have a huge impact on the 2016 presidential elections. The impacts are going to be even larger in the 2020 race. With so many people stuck inside and large events all but impossible, national campaigns have to turn to targeted digital advertising and social media engagement. Tools are available to microtargeting voters in nearly any demographic category and in any geographic location, no matter how specific. If campaigns know who's in their camp and who's on the fence, they can use their limited funds to reach those voters and drive them to the polls (or vote by mail, but you get the point). To put it simply, a successful campaign for the Presidency (or Congress) in the age of COVID-19 includes the following five steps: 1) Obtain loads of data on eligible voters in the district 2) Analyze the data for relevant voter trends 3) Identify particular demographic and geographic populations to target 4) Utilize targeted digital and mail advertising to engage these voters 5) Log data to repeat with fresh information until election day If your campaign needs help with any of these steps, please give us a call. We'd be happy to walk you through the most effective ways to engage voters in these unprecedented times.

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