Marketing and Advertising

Mandatory

Maximising the benefit of ICT investment is a high priority. The effective marketing of e-government services and products not only contributes to their successful development, but also helps optimise customers' and stakeholders' level of awareness, acceptance and usage of e-government products and services.

Tell Me About?

What is marketing?

'Marketing' is not the same as 'selling' or 'advertising'. Marketing has been defined as:

'The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual (customer) and organisational objectives.'

Marketing is often considered to be based on the 'Four P's': product, position, price and promotion. In terms of online service delivery, it means:

• Product - developing the right online service and presenting it in ways that meet users' needs.
• Position - making the service available to users when they need it and where they expect to access it.
• Price - minimising the time and effort required to access the service online.
• Promotion - informing potential users of the availability of the service and encouraging them to use it.

Why market online services?

The marketing of online government services can help to:

• Develop or redevelop services to better meet user needs.
• Change the behaviours of clients using alternative service delivery mechanisms, such as call centres or shopfronts, by providing them with information online. Clients will then be less likely to use the alternative mechanisms for basic information enquiries.
• Reduce organisational costs by reducing user traffic in other service delivery channels, such as shopfronts.
• Empower users by informing them of alternative service delivery channels. Users can then choose the most appropriate service delivery channel.

How Do I?

• Marketing e-government (AGIMO, Better Practice Checklist)

Who Can Help?

For assistance on marketing e-government contact:

Better Practice
Australian Government Information Management Office
Department of Finance and Deregulation
better.practice@finance.gov.au

Or try the Marketing e-Government Discussion List.