GCS launches Year of Marketing

Thursday 2 May 2019

GCS has launched the Year of Marketing, an ambitious initiative to ignite discussion around evolving societal and technological trends and the implications for Government marketing.

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

GCS has published a thought-piece (5MB), in partnership with Manning Gottlieb, highlighting the marketing trends that GCS predict will shape the marketing landscape over the next year and beyond. The piece, developed by senior government marketers looks ahead to the future of marketing and the corresponding implications for government communicators.

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

  • The data opportunity – as our world is being rebuilt by better use of data and advanced analytic techniques, there is chance to harness relevant and appropriate data to give the best citizen experience;
  • 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;
  • The channel opportunityshifting media consumption habits can lead the a broader blend of channels and engagement opportunities to deliver short, medium, and long-term outcomes;
  • The platform opportunity – as our citizens continue to use various online platforms, marketers will look towards creating and implementing long-term platform-specific strategies;
  • The trust opportunity – recognising how organisations build trust with their consumers by helping them navigate misinformation and ensuring appropriate use of their data;
  • The creative opportunity – ensuring that creative ideas cut-through a world where more decisions are influenced and automated using technology.

Throughout the year, GCS will host training sessions, events, and discussions on these trends for government communicators. These will be designed to inspire members to continue pushing boundaries with marketing strategies, equipping them with the skills and tools to deliver the best possible campaigns with the citizen at the heart.

Visit the Year of Marketing page on the GCS website.

Contact the team at yearofmarketing@cabinetoffice.gov.uk to find out more about opportunities to get involved.