by business editor Trevor Sturgess

If the election debates between Gordon Brown, David Cameron and Nick Clegg don't swing it for one party or another, then digital marketing could hold the key to victory, according to a Kent expert.

Nick Towers, of Sagittarius Digital, a Folkestone-based firm, says this is the UK's first digital General Election, with the main political parties using Facebook, Twitter, other social media and mobile phones to target voters, especially younger ones.

He says lessons have been learned from Barack Obama whose US presidential triumph is often put down to his tactical use of email, mobile SMS and social networking websites to put him head and shoulders above his rivals, while candidates who ignored digital marketing did so at their peril.

Mr Towers claims there has been mixed results on this side of the Pond but lessons are being learnt.

"Both major parties are using email as a way at maintaining constant dialogue with supporters," he said, adding that Conservatives are reported to have bought over 1,500 key phrases for Google AdWords advertising.

Labour has a "Twitter Tsar" to encourage its supporters to use Tweets to spread the party line and create viral campaigns.

But Mr Towers says there should be better links from offline to online and across digital channels to boost longer-term engagement with voters.

"This could include best use of digital TV's red button and Bluetooth broadcasting around key outdoor media sites."

Parties can be make canny use of digital marketing.

For example, Mr Towers reports a claim that a search for David Cameron turned up an advert from the Labour Party titled "the Tory risk to Britain" proving that search is a key area of engagement.

But he has noticed that while parties are using the new channels, they are pumping out "the same old campaign messages" and warns that this could prove costly.

They should be creating more fun by using what he calls interactive reality and gaming mechanics.

Mr Towers believes the prospect of a balanced - or hung - Parliament only adds to the pressure on parties to find new voters and political converts.

"Whatever the political parties do to win our support, one thing is certain: as a voting population we've never had it so good in terms of being able to openly discuss the issues of the day.

"The party that listens effectively is likely to be the one we see celebrating after May 6."