Digital Government Has Forgotten the Basics of Marketing

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Digital transformation in the private sector is thriving, yet in the public sector — where the Digital by Default initiative is only becoming more important — many organisations are struggling to drive channel shift in a truly effective way. Could it be because marketing best practice has fallen by the wayside?

According to citizen engagement experts HTK, many digital services are developed based on a one-size-fits-all model. Service providers assume that equal treatment of all citizens means equal fairness. This assumption is wrong, and runs entirely counter to the successful models developed in the private sector.

In “Digital Government Has Forgotten the Basics of Marketing”, HTK draws on extensive research to provide insights into the way the public sector tailors digital services for different types of users. This whitepaper uncovers some surprising findings, which highlight the potential for significant improvements in both cost-efficiency and service quality.

To learn how marketing best practice can help your organisation drive channel shift, fill in the form below and download your copy.