How the Tories plan to ramp up their digital operation

As Jeremy Corbyn launches the Labour campaign today, talk has turned to the key battlegrounds that will decide the result of the general election. However, when it comes to where the most pivotal campaigning will take place, increasingly the answer is online. Digital campaigning has risen in importance with each election. With bad weather likely to put off some of the less enthusiastic campaigners this year, the efforts online will be particularly crucial.

This poses a challenge to the Tories. In 2015, the Conservatives were praised for running a carefully planned digital campaign that focused on key voter groups. But in 2017 they dropped the ball. The party is reported to have spent more than £2m on Facebook advertising, yet received little in return for its efforts, which were deemed sluggish and ineffective. Labour spent considerably less (£500,000 on Facebook) yet received a better response thanks to a positive campaign that led to supporters sharing the party’s messages.