Political parties’ use of the Web during the 2001 general election

Abstract

A marketing efficiency model was applied to the analysis of the use of Web sites by the three major political parties (Conservatives, Labour, and Liberal Democrats) in the UK during the 2001 general election. Data were collected through face‐to‐face interviews with the Web project managers of each party, supplemented by a series of electronic enquiries sent to each party’s Web address on important policy issues. The aim was to establish the overall efficiency of political Web sites in attracting members of the electorate, engaging them, involving them and ultimately retaining them as loyal supporters. The parties used their Web sites as strategic marketing tools and demonstrated an awareness of the advantages the Internet had to offer compared with other media. A number of interactive features were included in the sites designed to engage visitors’ attention and involvement. Labour, in particular, had conducted market research to inform the design of their site. All parties invited visitors to submit comments and questions and promised to respond to such communications promptly. When this promise was put to the test, however, the parties were not all equally effective in the responses they provided. The signs are that political parties have come to recognise the significant role the Internet might play in re‐engaging a politically alienated electorate, but still have some way to realise the full potential of the Web.