ELECTIONS require political parties to run campaigns in the same way as military commanders devise a war strategy.

It is logical not to let the enemy know what you are planning. But the Conservatives' strategy of keeping the Scottish seats they will target at the 2015 General Election "under the radar" is unlikely to be the deciding factor if the party is to add to its total of one MP in Scotland.

The election razzamatazz of loud-hailers, posters and doorstep canvassers will be banished because such tactics merely advertise the strength of the opposition, according to the Tories, who plan to take a more sophisticated approach by focusing on individuals rather than areas.

It is true that a high-profile campaign emphasises the marginal nature of a particular seat and this is likely to stimulate a higher turnout because people believe their vote will make a difference.Adopting a low-key approach in order not to motivate those likely to vote against them, however, risks handing the advantage to their opponents. With advances in technology, it is inevitable that future elections will be fought out via the internet. Telephone canvassing has already replaced most door-chapping and email and twitter are poised to take over from printed leaflets. Social media has been used to great effect in the last two US presidential elections, while the Liberal Democrats' success in retaining Eastleigh in difficult circimstances following the resignation of Chris Huhne owed much to identifying and targeting likely supporters. Flying below the radar has obvious benefits for the tacticians but a political party must have a philosophy laid out in a manifesto that appeals to voters.

Unless the parties make their case publicly, coherently and with conviction, only the committed core voters will turn up at the ballot box. Any party that fails to engage with potential new supporters and the increasing number of floating voters will see its share of the vote decline. This will be a particular problem in Scotland, where the Tories are routinely seen as toxic. Their potential targets are former Tory seats, affected by boundary changes or the rise of the SNP as well as post-Thatcher disenchantment with Conservatism.

It was startlingly clear from the rows of empty seats at the Scottish Conservatives' conference in Stirling last month that despite an appearance by the Prime Minister, the party's core supporters are dwindling and that it lacks activists. This poses a difficult challenge for Ruth Davidson, who won the leadership contest with the support of the "old guard" against the radical proposals of Murdo Fraser for the Scottish party. Having initially opposed further powers for Holyrood, she has set up a commission to recommend what form further devolution should take. Strategy for the 2015 General Election will only be relevant if there is a No vote in the independence referendum. The crucial test for the Tories at that juncture will be credibility. Clear proposals and a serious commitment to enhanced powers will gain more votes than canvassing as if they have something to hide.