A New Chapter from Otto Eibl and Miloš Gregor: Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations
In late summer, "The Sage Handbook of Political Marketing" was published, featuring a chapter by Otto Eibl and Miloš Gregor.
Their text, "Strategic Market Segmentation and Targeting in the 21st Century: Ethical Challenges, Trends and Innovations," explores how political marketing has transformed with the advent of modern technologies, especially artificial intelligence and big data analytics. The chapter outlines the fundamentals of segmentation and targeting strategies in campaigns, ranging from traditional demographic and geographic approaches to advanced psychographic profiling and microtargeting.
Particular attention is paid to the rise of social media and AI tools, which enable unprecedented personalization while also raising serious ethical questions and concerns related to the quality of democracy, such as polarization, manipulation, and a loss of transparency. Eibl and Gregor critically assess both the opportunities and risks of these innovations, referencing cases like Cambridge Analytica and arguing for stronger ethical frameworks, regulation, and public oversight.
Ultimately, the chapter highlights the dual role of new technologies in political marketing: they can be a powerful tool for engagement and efficiency, but also a threat to the integrity of democracy if used irresponsibly.
