The 2015 Conservatives’ digital campaign – with its targeted use of online advertising, emails, social media, online films and interactive websites – helped the party win a majority for the first time in over 20 years.There are some important lessons that businesses of any size, old or new, can learn from the campaign about the role of digital: Take digital seriously In 2010, no British political party took digital seriously. The digital operations of all parties were under-staffed, under-funded, and focused on producing content aimed at political insiders not swing voters. In 2015, digital was at the heart of the Conservative campaign, and everything they did was tracked, measured and scrutinised against the organisation’s goals. Many businesses seem confused about where digital should sit. Digital really does now need to be at the heart of where the customer messages and propositions are developed. It has the chance to transform how you engage with your customers but only if you truly engage with them on their terms. Be where your customers are – and ignore the places they’re not If your customers aren’t on Instagram or Snapchat or Pinterest, there is no reason for you to be either. At the election, the Conservatives prioritised Facebook over all other platforms (including Twitter – the perennial obsession of Westminster insiders), because they knew that was where they could reach the undecided voters they had to win over. Many businesses obsess with Twitter. Yes, it’s important, but remember where your customers are and think about how they engage with the social media channels – all of which have a very different purpose from a customer perspective.
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