ABSTRACT
The study examines the transformative dimensions of the digital marketing approaches to the election campaigns which underscore the transition from the traditional to the well-honed digital interactions. Social media and digital analytics and targeted advertising sparked a strong transformation in how the balance of power and reach between the voters and the political campaigns is achieved. There is ostensibly insufficient qualitative data on the effectiveness of the applied strategies which the study aims to fill by researching how different strategies affect voter participation, behavior, and the democratic process as a whole. Particularly, the study applies focus group and open-response forums interviews with campaign strategists and voters to uncover the strategic decisions and public opinion-making that shape the digital election campaign environment. The study is highly relevant given its direct application to the 2020 US presidential election and other elections worldwide. The study augments general discourse on political communication and citizen involvement within the digital environment by elucidating the challenges of misinformation, the usefulness of digital literacy, and the ethical concerns of data application.
