WASHINGTON, D.C. – For years Democrats have boasted a digital strategy boosted by its younger demographics that set it ahead of Republicans who were late to leverage new technologies for connecting with voters and ‘go viral.’ The Obama Campaign and social media companies essentially bragged of their cutting edge work together targeting voters. Then, in 2016, a man named Brad Parscale helped Donald Trump leap frog Democrats entirely in digital ad targeting, strategically driving out voters toward a electoral victory.
He’s doing it again for 2020, this time as campaign manger, and Democrats seem to be forfeiting the match before it really gets started.
The New York Times opinion page throwing up the white flag:
“For all his negative poll numbers and impeachment-related liabilities, President Trump has a decisive advantage on one key election battleground: the digital campaign.
Under the management of Brad Parscale, the Trump re-election machine has devoted millions more than any individual Democrat to increasingly sophisticated microtargeting techniques.
The accompanying chart, compiled by the Wesleyan Media Project, describes the partisan gulf in political spending, through September 19, on Facebook and Google by leading presidential candidates: Trump’s $15.9 million is more than the $15.5 million spent by the top three Democratic candidates combined.
But these figures substantially understate how far Democrats are behind.
Trump’s operatives have been working since 2016 to develop and test techniques to identify voters, determine message effectiveness and develop tools of electronic communication. […]”
Parscale proved a master at developing strategies to leverage social networks like Facebook to identify and target voters for mobilization. It’s ironic considering the obvious political agenda of the Big Tech companies and they’re contentious relationship with conservatives. While Google and Facebook may be doing their best to promote the Left and bury the Right, the Trump campaign is exploiting those very networks expertly to deliver its message sufficient to get a voter to the polls.
Compared to 2016, Trump’s reach as an incumbent is magnified further.
“Daniel Kreiss, a professor at the University of North Carolina-Chapel Hill’s School of Journalism and Mass Communication, wrote me that in the arena of digital politics, Trump is the beneficiary of a major advantage:
The fact that Trump is an incumbent, without a significant primary challenger, means that his team and the Republican National Committee have had three years to build tools, collect data, test models and messaging, and mobilize supporters. […]”
The tables haven’t just been turned on the Democrats in regards to digital strategy; they’ve been flipped over. The Democrats are scared because it means Trump will be communicating with voters as efficiently as ever, despite their every effort to muzzle and obscure him.
Read more of the Trump campaign’s digital numbers that have the Democrats are quivering here.