Case Study
Where to Look Online for the Impossible- to-Find Voter
By Bryan Gernert CAMPAIGNS can no longer live or die by running
broad-reaching, general advertising—especially online. Sophisticated online target- ing, which reaches the right audience with the right message and mobilizes voters to go to the polls, is what wins elections. This type of microtargeted online advertis- ing is partly why Republican Scott Brown now has an office in the Russell Senate Building. Scott Brown’s victory generated a host of “les- sons learned” articles in the media, particularly for Brown’s astute use of online technologies to connect with supporters and hard-to-reach audi- ences, such as persuadable voters and Indepen- dents. One of the tools Brown made good use of is Attitudinal Targeting™
, a new way to effec-
tively reach and engage with the right audiences needed to win a campaign. Early in the campaign, Brown’s team em- braced new, cutting edge online technologies to reach out to voters who are traditionally tough to effectively—and efficiently—locate and com- municate with online, particularly with limited budgets. Brown was considered the underdog, and he didn’t have the campaign coffers that Democratic Attorney General Martha Coakley had amassed.
58 Campaigns & Elections | Canadian Edition
Sophisticated online targeting is what wins elections.
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