This document discusses microtargeting in political campaigns. It defines microtargeting as using old marketing principles combined with large amounts of personal data from various online sources to narrowly target messaging. Microtargeting allows campaigns to be highly specific in their segmentation and persuasion efforts. The document uses Barack Obama's 2012 campaign as an example of how microtargeting revolutionized modern political messaging through its effective use of voter data and digital tools.

1. Identifying and
targeting those
you want to
influence
-Reinout Van Zandycke

2. Segmenteren
= Onderscheiden van kiezers
– Geografisch: woonplaats
– Demografisch: leeftijd, geslacht
– Psychografisch: attitudes, interesses, levensstijl

3. “In the communication
jungle out there, the only
hope to score big is to be
selective, to concentrate
on narrow targets…”
Reis, A., And J. Trout. 1986. Positioning: the battle for your mind. New York: Warner.

4. “The more specific the
segmentation the
greater the opportunity
for persuasion”

5. Microtargetting
The Future Of Political Campaigns

7. Controversieel?
• Bunting, Luke (2015) "The Evolution of
American Microtargeting: An Examination of
Modern Political Messaging," Butler Journal of
Undergraduate Research: Vol. 1, Article 2.
• Nickerson, D., & Rogers, T. (2014). Political
Campaigns and Big Data. Journal of Economic
Perspectives , 28, 51-74.

8. WAT IS MICROTARGETTING?

9. FILMPJE

10. WAT IS MICROTARGETTING?
OUDE
PRINCIPES + BIG
DATA

14. BIG DATA
• Alle info die over jou te vinden is
• Niets is gratis!
– Digitale TV
– Spotify
– Youtube
– Facebook
– Zalando
– …

15. Web
4.0
Aghaei, S., Nematbakhsh, M. A., & Farsani, H. K. (2012). Evolution of the world wide
web: from web 1.0 to web 4.0. University of Isfahan, Isfahan, Iran, Computer
Engineering Department. International Journal of Web & Semantic Technology.

16. METAFOOR
BIBLIOTHEEK

18. OBAMA 2012
DE DOORBRAAK

19. FILMPJE

20. “OBAMA WAS CHEATING”
“WHAT CHANGED IN POLITICS?”
“ABSOLUTELY EVERYTHING”

21. BEST PRACTICES
• APP
• MICHELLE OBAMA
• GEORGE CLOONEY

22. APP

25. Michelle Obama

26. George Clooney
• Dinner with Barack
 3.000.000 $
• Dinner with Barack and
George
 12.000.000 $

30. Wat met de data van Obama?
“Het zou de grootste donatie ooit zijn”

31. Wat met België?
• Meer geregulariseerd
• Erg kostelijk
• Kleiner publiek
• Gat in de markt?

32. Kritiek?
• Privacy?
• Betere manipulatoren ipv betere leiders?

33. VRAGEN?