Liberal Democrats are the First Party to Use IP Geolocation to Engage Voters Ahead of General Election

Industry leading hyperlocal IP geolocation technology used to provide website users with a locally relevant online experience

London, UK, 28 April 2015: Digital Element, the leading provider of IP geolocation solutions, today announced that the Liberal Democrats have deployed its NetAcuity Edge™ hyperlocal IP geolocation technology to create locally relevant website content for voters.

The Liberal Democrats are the first political party in the world to harness the power of location, automatically determining visitors’ locations at a sub-regional level, to accurately serve website content relating to their local candidate. For example, voters in South East London may automatically be presented with information about the candidate for Bermondsey and Old Southwark, Simon Hughes.

Additionally, voters are served details of local campaign messages and policies alongside the party’s national communications. This approach increases local engagement and raises awareness of key regional issues and policies, creating a relevant experience that instantly engages voters.

The party expects between four and five million visits to its website in the run-up to the general election – and given the main purpose of the site is to influence voters – the relevance of homepage content will make a significant difference in gaining marginal seats.

“Viewing web content that is more personal and less generic can really impact the way people vote, and small margins can make a huge difference to the final result. In this election in particular, we’re going to see a lot more marginal seats, so those few extra votes can really make the difference,” explained Bess Mayhew, Head of Digital Communications for the Liberal Democrat party. “We chose Digital Element’s technology because it provides the most accurate data available, it is updated regularly and the customer service is exceptional.”

Digital Element is the global leader and industry pioneer in IP geolocation technology. Its intelligence solution provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.

“This is an exciting and innovative use of IP geolocation technology, and we’re delighted to be assisting with the Liberal Democrats in a way that will hopefully make a real difference to the outcome of their election campaign,” commented Charlie Johnson, Digital Element’s Vice President, UK and Ireland. “This is the first time IP geolocation technology has been used by a political party to serve relevant local website content for visitors, as opposed to serving targeted advertising. Digital Element is the only provider that can offer this service with the necessary degree of accuracy, so we are confident the party will achieve their goal of delivering relevant, localised content to voters.”

About Digital Element

Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives – from desktops to mobile devices. Visit for more information on how to bring the power of location to the online world. Follow us on LinkedIn and Twitter @DigitalElement, and like us on Facebook.

About the Liberal Democrats

The Liberal Democrats are a British political party forming part of the Coalition Government. They are a democratic organisation, where members decide policy and elect the party leader. Local parties are independent and work hard in their communities – giving local people a voice and deciding how their neighbourhoods are run. The Liberal Democrats have strong state parties in Scotland and Wales, and regional parties in England. In the Coalition Government, they are working to build a stronger economy in a fairer society, enabling everyone to get on in life.

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