As the Labour and Conservative parties prepare for an almighty struggle in the forthcoming general elections, both sides are preparing to launch online advertising campaigns in order to win supporters and in the crucial voting booths.
After witnessing the ascension of Barack Obama during one of the most closely fought and highly charged political campaigns in American history, there is no doubting the power of a strong online advertising campaign and solid engagement with social media.
The British politicians have taken note of how Obama captured the imagination of an online generation by broadcasting speeches on YouTube, gathering a huge following on Twitter and even publishing his Vote for Change posters in online games. Although the classic political billboards will still play a huge part in the advertising strategy of the different parties, for the first time ever a British election will be truly digital.
The digital evolution has already started. Labour leapt on the chance to ridicule David Cameron's airbrushed campaign poster by taking a template of the Tory advert from mydavidcameron.com and posted it on their own website with the slogan "Airbrushed for change."
Mr Cameron for his own part has been eager to engage in digital media, being an early adopter of YouTube and holding debates online via Cameron Direct.
With a hefty £25 million advertising budget behind them the Tories can afford to push their agenda online through social media in ways never explored in British politics. Labour on the other hand are constrained by fewer resources. Gordon Brown's party may be forced into using a viral marketing strategy given their budget constraints, but this in itself could be the innovative push Labour need to garner favour online.