Direct Marketing Tools in Public Policy and Public Administration

The article is devoted to the study of the application of direct marketing tools in the field of public policy and public administration. Based on a review of contemporary literature and practical cases, it is shown that the growing tolerance of audiences toward traditional PR communications makes it relevant to turn to personalized, targeted forms of communication with citizens. The theoretical part reveals the concept of political direct marketing and the specific features of its tools (postal and e-mail newsletters, personalized appeals, targeted advertising, etc.) in comparison with commercial marketing. The empirical analysis includes case studies: Cambridge Analytica as an example of microtargeting in election campaigns and the Moscow platform Active Citizen as a successful tool of direct citizen engagement in governance. The significance of personalized communications and targeting for improving the effectiveness of interaction between government and society (increasing legitimacy, targeted services, voter mobilization) is substantiated. At the same time, the risks of these technologies are identified – from ethical and legal (privacy threats, manipulation of voter behavior) to socio-political (non-transparency of decisions, digital inequality). In conclusion, the article summarizes the prospects for integrating direct marketing into the toolkit of public administration and the need for regulatory measures to minimize potential risks.