Targeting
Online marketers are awaiting the day when candidates decide to utilize the highly specialized targeting abilities of the web. Right now candidates have the ability to specialize their messages through geographic or behavioral targeting capabilities.
Through behavioral targeting, campaign websites can serve ads or display content on their site in a special order as a reaction to the clicks or digital footprints that a person takes on their site. For example, they can serve more information about immigration as a person clicks on sections of the site pertaining to immigration - even to the extent that they recognize that user again and prominently display their immigration stance on the front page when the user returns. They can also purchase ads on exterior sites and serve content in the ads specific to topics that a user has already researched.
Similarly, campaigns can change their content to serve the interests of specific georgraphical areas by targeting IP addresses. For example, a website might say "Welcome, Texans" when a Texan visits the site. This could be extended to serving campaign stance content relevant to certain areas more prominently.
While behavioral targeting and geographic targeting are not currently used (as far as we know), the potential impact of this could greatly help or hurt (if done in a deceitful manner) a politicians campaign (Batra para. 1-10).
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