Political campaigning in the digital age: How the Right dominates digital campaigns and what the Left needs to learn

Many right-wing and populist parties use precision targeted outreach strategies including data-driven audience analyses. Progressive parties often continue to rely on traditional campaign techniques to their cost. Targeted advertising is a powerful campaigning tool. It is crucial to understand who you are communicating to, what messages to communicate and what surrogates would maximise interest. Parties of the Left need to invest time, energy and money in digital campaigning. It is no longer a ›nice to have‹. It is an essential tool for effective political campaigning in the modern era.

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