Thursday 2 May 2019
The importance of government communication is never to be underestimated - the work we do shapes opinions and improve lives across the country. It is also undeniable that the climate in which we operate today demands increasingly clear and strong marketing from government, and we are committed to challenging ourselves and our ways of working to meet these demands.
This brings me to why 2019 is an important year for government marketers – we are launching the GCS Year of Marketing.
In short, the Year of Marketing will be a series of learning opportunities for government communicators to develop their marketing skills and capabilities through a range of events and activities on offer throughout 2019. Through cross-government dialogue, we will look at creating a new approach to marketing based on the opportunities of the future. Ensuring that the right people have the right skills and tools to deliver the best possible campaigns with the citizen at the heart.
The profession of marketing is rapidly changing; data, technology and digital capabilities are allowing marketers to explore a never before seen level of insight in audiences. It is an exciting time to be part of this industry and we, as an innovative and forward-thinking marketing profession, are ready to challenge ourselves and push our limits.
We want to ignite the conversation around marketing. As such, we have launched a thought-piece created by Senior Government Marketers on some of the predictions on how constantly evolving societal and technological changes over the next few years may impact marketing. Particularly as our audience changes; by 2025 over half the UK workforce will be Millenials.
We must consider how our marketing and communications must change to serve the expectations of the digital-first majority. However, it is not only Millenials who will lead the conversation, our current technological revolution affects all generations and we are seeing changes to our working patterns and even our leisure time. Our predictions, as outlined in this thought-piece, include the following opportunities:
However, while there are many exciting opportunities, we recognise that these changing trends are challenging, making it sometimes more difficult to achieve cut-through and reach the public. As government communicators, it is essential that we adapt, learn and counteract these trends. Most importantly, communication is fundamental to building trust and a relationship between government and the citizen.
This thought-piece is just the beginning of the conversation that touches upon the implications for government. We need colleagues to help lead this conversation over the next year – critiquing and evolving our predictions based on their experience of Government Marketing. We want your input; how will these opportunities lead to change and, ultimately, move towards a renewal of our profession that ensures marketing meets the challenges of the 2020s and as, in the past 100 years helps improve, save and enhance the lives of those we serve.
I look forward to what the GCS Year of Marketing will bring to our profession and I encourage your participation and involvement in the exciting activities and discussions the team are planning for 2019.
Read the Year of Marketing thought-piece from senior government marketeers (5MB).
Visit the Year of Marketing page on the GCS website.