Monday, April 04, 2011

How government should do online marketing

online marketing
The Central Office Of Information (COI) is being scrapped in a multimillion pound cost saving redevelopment, being replaced by the new Government Communications Centre (GCC).

The COI always had benefit in the past because it could collectively buy media in bulk at a preferential rate, giving Government departments net savings when advertising. However, that doesn't work in a digital environment as bulk offerings rarely offer additional savings. So what can the new GCC do to add value to the digital operations?

There are many organisations that have gone through the process of redistribution of offline to online recently. As organisations have struggled to cope with this process, it has resulted in many offline marketers being made redundant, whilst those that convert to online marketing tend to do much better.

Online marketing tends to be a little cheaper than offline and is much more measurable. The Government is going to have to move through this process too.

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