PERSPECTIVE| FES LONDON DEMOCRACY AND HUMAN RIGHTS POLITICAL CAMPAIGNING IN THE DIGITAL AGE How the Right dominates digital campaigns and what the Left needs to learn Mike Buckley and Nolan MacGregor August 2021 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.