Labour to step up online campaigns

LONDON - The Labour Party is expanding its digital marketing capability as it looks to challenge the Conservative Party's online presence ahead of next year's general election.

Labour hopes to connect with voters through social networks and improve its data capture to increase the effectiveness of its email marketing.

It is recruiting an online communities organiser to play a key role in creating content across its platforms and on sites such as Facebook and Twitter. They will also help build Labour's online community, Members-net. The Conservatives already have an equivalent in this role, Craig Elder.

Labour is also looking for a digital marketing co-ordinator to manage email marketing data analysis, with responsibility for profiling, segmentation and targeting. They will also create and test online ads.

Sue MacMillan, Labour's head of new media, will oversee the selection process.

The decision to expand the team underlines the importance of online marketing in the party's campaign plans.

In August Labour MP Kerry McCarthy, MP for Bristol East, was named as Labour's new media campaigns spokeswoman, charged with improving the party's use of social media sites. She is now more widely known as the 'Twitter Tsar'.

After The Sun switched allegiance to the Conservatives, McCarthy said it did not need the newspaper's support because 'we have Twitter'.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message