According to a recent study by Starcom MediaVest Group, political parties in the UK are struggling to move beyond their traditional campaigning methods and make the most of the digital marketing opportunity. Considering all of the tools, funding and spin techniques at the disposal of our country’s “best and brightest”, it is bizarre to think that in this day and age, politicians are overlooking key areas that could potentially influence undecided voters on May 7th.
Whilst the general public still turn to traditional media for their information fix, these channels are often muddled with various communications from all parties and therefore not as effective as digital media has the potential to be in galvanising the electorate.
The report found that the internet is the channel most used by undecided voters (67%), who are also more likely to utilise social media and mobile than those who are already aware of which party they will support. It leaves politicians with a chicken or egg conundrum with regards to whether they focus on where people are already engaged in their content or try to pursue them in channels that are not as populated.
With arguably five key parties having a major say on the final structure of government, and therefore squabbling for public attention, it is vital to determine how to differentiate from the crowd and converse in spaces where opponents are not present. There is a huge focus on TV debates but, in a digital world, there really needs to be a momentum shift to the online space to sway the undecided electorate.