Year of Marketing: 2019

Throughout 2019, GCS ran the ‘Year of Marketing’, an ambitious initiative to help departments generate more effective marketing strategies and improve Government’s communication with the public.

As the world is changing, driven by new technology, political uncertainty and rising citizen expectations. These factors are shaping public perceptions and habits and will have a profound influence on the practice on marketing.

Government marketing enables people to access public services, increase the choices available and improves life chances. In this way it is a powerful force for good, using data, behavioural science and creative skills to create credible campaigns which builds confidence and trust in our institutions and brands.

Throughout the year, the programme will focus on enabling government communicators to stay ahead of trends and challenges in the marketing industry through events and training.

The Year of Marketing thought-piece

In May 2019, GCS launched a thought-piece outlining the predictions for the future of marketing as a profession and the implications for government.

Six oppportunities

In the Year of Marketing, GCS sets out six opportunities for government marketeers to consider the effects of, discuss, and act upon:

  1. The data opportunity – As our world is being rebuilt by better use of data and advanced analytic techniques, there is a chance to harness relevant and appropriate data to give the best citizen experience.
  2. The customer experience opportunity – With increasing application of Artificial Intelligence and machine learning, we are able to interact with our citizens in more seamless and intuitive ways.
  3. The channel opportunity – Shifting media consumption habits can lead to a broader blend of channels and engagement opportunities to deliver short, medium, and long-term outcomes.
  4. The platform opportunity – As our citizens continue to use various online platforms, marketers will look towards creating and implementing long-term platform-specific strategies.
  5. The trust opportunity – Recognising how organisations build trust with their consumers by helping them navigate misinformation and ensuring appropriate use of their data.
  6. The creative opportunity – Ensuring that creative ideas cut-through a world where more decisions are influenced and automated using technology.

Year of marketing video

Presenter: Charlie Holman, Senior Marketing Campaign Manager, at Department for International Trade (DIT).

3 minutes 45