Last night I met up for a quick beer with an old friend of mine, Karen Casey. She's been working in online marketing for a few years, since we left University I think. Anyway, she's just started a new job with Media Contacts, who happen to be clients of Propeller, the PR company where I work two days a week. As usual we had a rambling chat which took in crime in London, the desperate state of affairs at West Ham, the Picasso museum in Barcelona, and other friends having babies. More relevant to the purpose of this blog was a chat about behavioural targeting, using cookies to track what things people are interested in and then sending 'appropriate messages' to their PCs while they're online.
This provides obvious opportunities for political communications. Will it be something we see being used increasingly? I would imagine so. This despite the fact that there is a strong argument that using marketing and increasingly segmenting the public in to groups of 'customers' has been one of the main contributors to falling trust in politics. This is because the decisions of politicians affect everyone, not just their 'customers' and trying to make everyone your customer ineviatbly leads to confusion, apparent incompetence, and loss of trust.
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