Eleanor Finch
Political campaigns employ a variety of strategies to select and target specific voters. With the evolution of technology, campaigns have become increasingly sophisticated in their data collection and utilization, leveraging personal information from various online and offline sources to create detailed voter profiles. This allows campaigns to micro-target individuals with tailored messages and ads, aiming to influence their voting decisions. The process involves collecting data on voter demographics, behaviours, interests, and political ideologies, which is then used to categorize voters based on their receptiveness to specific campaign messages. Additionally, campaigns consider the voting environment, recognizing that most voters lack the time to thoroughly research candidates and issues. As a result, voters often rely on shortcuts, such as voting based on party affiliation or opting for straight-ticket voting. Campaigns also seek media attention, understanding that voters view news networks and journalists as more reliable sources of information than biased campaign materials.
| Characteristics | Values |
|---|---|
| Data Collection | Data brokers collect information from browser cookies, web beacons, mobile phones, social media platforms, and more. |
| Data is also collected from voter records, including registration, party affiliation, address, and participation information. | |
| Data is used to create behavioural profiles based on shopping habits, hobbies, demographics, and more. | |
| Targeted Advertising | Campaigns use targeted advertising to reach specific categories of people through various channels, such as digital ad space, social media, email, and traditional media. |
| Political groups pay data brokers for access to services and data for targeted advertising. | |
| Voter Base | Campaigns target voters based on their anticipated supporter base, such as shared demographics or local history of support. |
| Campaigns identify supporters, recruit volunteers, and build a support list. | |
| Issue Interest | Campaigns target voters by issue interest, such as senior voters concerned about Medicare or young voters interested in college affordability. |
| Party Affiliation | Voters often use party affiliation as a shortcut, voting along party lines or choosing all members of a particular party on the ballot. |
| Media Attention | Candidates seek media attention and momentum, especially for newer candidates, as the media is generally considered more reliable and unbiased than campaign materials. |
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What You'll Learn
Data brokers and ad-targeting companies
Data brokers, such as L2, i360, TargetSmart, and Grassroots Analytics, specialise in gathering and selling voter data. They collect information from browser cookies, web beacons, mobile phones, and social media platforms. This data is then combined with publicly available voter information, such as voter registration, party affiliation, address, and participation history. By creating behavioural profiles based on shopping habits, hobbies, demographics, and more, data brokers provide campaigns with valuable insights.
For instance, a voter analytics firm created a "Covid concern score" by analysing cell phone location data and ranking individuals based on their travel patterns during the pandemic. Similarly, El Toro claimed to have identified over 130,000 IP-matched voter households that met a client's targeting criteria, serving them banner and video ads multiple times a day across all devices within the home.
Ad-targeting companies then come into play, helping political campaigns deliver their ads to the targeted voters. Social media platforms, like Facebook and Instagram, offer ad-targeting tools that allow campaigns to aim messages at specific groups based on interests, demographics, and behaviours. For example, campaigns can target users based on their music tastes, sports fandom, shopping habits, and television preferences. This enables campaigns to microtarget voters, creating a more intimate and personalised experience.
Furthermore, campaigns can utilise programmatic advertising, which leverages machine learning and artificial intelligence to streamline ad delivery. This enables campaigns to quickly react to events, such as debates or changing voter sentiments. By using first-party data and voter files, campaigns can suppress ads to those who have already voted, ensuring efficient ad spend.
The use of data brokers and ad-targeting companies allows political campaigns to make informed decisions about their strategies, including where to send mailers, which areas candidates should visit, and where to target TV or digital ads. This data-driven approach has become crucial in modern political campaigns, shifting the focus from mass communication to precise, tailored outreach.
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Party affiliation and voting history
Political campaigns use data on millions of voting-age Americans to inform their strategies and tactics. Party affiliation is a significant influence on voting decisions, and it is important to note that it is not the sole determinant. Voters also consider other factors such as candidate characteristics, policy positions, and current political events. Party identification can change over time, influenced by personal experiences, shifts in party platforms, or changes in social and political contexts.
Political campaigns often target their messaging and strategies based on voters' party affiliations, aiming to consolidate support from their base and persuade swing voters who may be less tethered to a specific party. Campaigns must adapt to be effective as the voters change from election to election and sometimes from year to year. They use social media to interact with supporters and attract the attention of young voters. Social media has become an important avenue for citizens to discuss politics and share their positions with their networks.
To target voters, campaigns use data points bought from commercial vendors, updated regularly by firms, and layered with data from purchasing behavior to Census information. This data is integrated with different software systems so that campaigns can use it across different platforms. For example, campaigns might emphasize their healthcare policy to people who have voted for the opposing party in the past but are worried about health costs.
Party-affiliated voters will usually cast a ballot for their party's candidate, so campaigns must try to reach independent and undecided voters and convince their party members to vote. Campaigns also use advertising, theme songs, stump speeches, and negative messaging to reach voters.
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Voter records and public data
Voter records are a critical starting point for political campaigns. In the United States, the "voter file" is not a single national database but a collection of public voter files from various states, constantly updated by firms like TargetSmart and Data Trust, which work with Democratic and Republican parties, respectively. These files include names, addresses, and party affiliations, forming the foundation for targeted outreach strategies. Campaigns purchase this information from most states, using it to gauge a person's likelihood of voting and their potential political leanings.
Public data, such as census information and licensing data, further enriches campaigns' understanding of voters. For instance, knowing someone's age, race, gender, income level, and neighbourhood can indicate political preferences without the need for additional consumer data. Public records, with variations in open records laws across different states, significantly shape campaigns' perceptions of voters.
To enhance their understanding of voters, campaigns layer data from various sources onto the basic voter file. This includes purchasing behaviour, consumer scoring data, smartphone data, social media presence, and public sentiment analysis. By combining these data points, campaigns create detailed profiles of voters, allowing them to predict stances on issues and candidates, as well as the likelihood of voting.
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Media attention and news coverage
The editorial content and political leanings of media organisations can subtly influence their readers and viewers. For example, a newspaper's regular coverage and endorsement of specific policies or political figures can shape public opinion over time. This influence can extend to television and radio coverage, where, despite efforts to maintain impartiality, the personal biases of journalists or interviewers may inadvertently affect the narrative surrounding political issues.
Additionally, the advent of social media and digital news platforms has introduced new dynamics to how political campaigns target voters. Social media algorithms can be leveraged to micro-target specific voter demographics with tailored content and advertising. Campaigns can utilise these platforms to reach voters with specific policy interests or concerns, particularly those relating to identity politics, such as issues surrounding women, minority ethnic groups, immigrants, LGBTQ+ individuals, and minority religious groups. By engaging with voters on these platforms, campaigns can effectively target their messaging and influence public opinion.
Furthermore, the timing and frequency of media coverage are crucial factors in political campaigns. Strategic placement of advertisements, interviews, or opinion pieces can maximise their impact on the voting populace. Campaigns aim to maintain a consistent media presence to reinforce their messaging and ensure their policies remain at the forefront of public discourse. This continuous engagement helps to shape the narrative and potentially gain a competitive edge over opposing campaigns.
In conclusion, media attention and news coverage are instrumental in shaping voter behaviour and public opinion. Political campaigns carefully consider their media strategies, leveraging various platforms to target specific voter segments. By understanding the editorial leanings of different outlets and utilising social media algorithms, campaigns can effectively influence voters and potentially sway election outcomes.
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Campaign volunteers and supporters
Volunteers and supporters are the backbone of any political campaign. They are essential for getting the word out about the campaign and reaching out to voters. Campaigns must figure out how to best deploy their resources, and volunteers are a key part of this. Volunteers can be used to show that the candidate cares about the community and to inspire others to get involved.
There are many ways to recruit volunteers, and it is important to have a clear strategy. Campaigns should define the specific roles that volunteers will have and the skills they should have. Common tasks include canvassing, phone banking, and distributing print materials. Volunteers can also take on more specialized roles, such as communications lead, database administrator, or campaign manager. Campaigns should target specific groups of people for volunteer recruitment, such as core (base) voters and identified supporters. People who have already donated or endorsed the candidate are likely to share similar goals and make good volunteers. It is also beneficial to recruit people who resonate with the campaign message.
Volunteers can help with many tasks, including:
- Voter outreach through phone calls, canvassing, and digital marketing activities
- Voter registration and delivering campaign literature
- Tracking information from potential voters on prevailing issues or levels of support
- Fundraising by contacting supporters and organizing events
- Getting supporters to the polls on election day
Some campaigns provide different forms of support for their volunteers, such as campaign housing or access to a campaign vehicle. Volunteers should be kept happy and engaged, and their efforts recognized and appreciated.
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Frequently asked questions
Political campaigns use a variety of methods to choose which voters to target. They collect and buy data about potential voters, including their shopping habits, hobbies, demographics, and more. They also use advertising, theme songs, stump speeches, and negative messaging to reach voters. Additionally, they may rely on support from political parties, campaign organizations, and individuals or independent organizations to sway voters.
Political campaigns collect a variety of data about potential voters, including their voting records, party registration, address, and participation information. They also purchase data from data brokers, who collect information from browser cookies, web beacons, mobile phones, and social media platforms. This data is used to create behavioral profiles of voters, which campaigns use to target specific categories of people with their messages.
Political campaigns use programmatic advertising, which involves buying digital ad space through real-time bidding and automation, to reach voters. They also use social media platforms and email marketing to spread their message. Additionally, campaigns may use negative ads to create an emotional response in voters, as these ads are more likely to be remembered even if they decrease voter turnout.
Political campaigns also consider the election environment and the tools available to them when targeting voters. They may focus on issue positions or name recognition, especially in primary elections. They also take into account the role of the candidate in engaging directly with voters, which has evolved over time. Incumbents, for example, have franking privileges that allow them to communicate with voters in their district for free.
