Government Communications Service
Year of Marketing lessons: The Data Opportunity
Blog post by: Kannen Ramsamy, 4 December 2019.
This post comes to you as part of the ‘Year of Marketing Lessons’ blog series. The series aims to keep GCS readers up to date with the latest insights on the six ‘YoM Opportunities’, by laying out key learnings from individual YoM events that take place over the course of the programme. You can read more about the six opportunities in the YoM manifesto.
DWP & OmniGov on the Data Opportunity
DWP delivered an event on the ‘YoM Data Opportunity’ with government’s media-buying agency OmniGov. Attended by government communicators both in London and via webcast in Leeds and Sheffield, the session saw two marketing specialists from OmniGov discuss how data is expected to change the landscape of marketing in the future. They highlighted three areas of focus for the ‘YoM Data Opportunity’ – technology, ethics and planning. Below are some of the key lessons from the session:
Technology – the great enabler
- Tech adoption will only continue to expand, with a projection for total adoption growing from 11.2% in 2019 to 21.5% in 2023.
- As the ‘Internet of Things’ movement grows, communications will need to be considered from a device-led perspective beyond mobiles, extending into home appliances.
- The roll-out of 5G will enhance the capacity for innovation in marketing by offering lower latency and greater network capacity. This means faster and more effective connectivity.
The ethical data usage debate
- Brands and companies have access to a multitude of consumer data and this will continue to increase, so responsible and ethical use of data must remain a key consideration.
- Restrictions in targeting are likely to emerge, particularly in potentially invasive fields like personal health.
Towards a data-led planning approach
- Automation (AI) and machine learning (ML) have revolutionised the targeting landscape but government needs to be especially careful since it cannot and should not use all the AI/ML options on offer for marketing planning.
- The target audience and the signals they give off should be adopted into a faster feedback process, resulting in greater effectiveness when media-buying.
- There is increased opportunity for creative activation, such as live-ads that adjust to location and time. For instance adverts for umbrellas in a location where it’s raining!
Sign up to the YoM newsletter to keep up with all the latest developments.
To find out more about how you can get involved with YoM or if you have any questions, please contact email@example.com.
For more information on DWP’s involvement with the YoM, please contact Kiran Chahal at firstname.lastname@example.org.
Latest News from
Government Communications Service
Safeguarding government advertising online18/09/2020 16:20:00
Blog posted by: Alex Aiken, Executive Director of Government Communications, 18 September 2020.
Mentoring is rewarding17/09/2020 09:10:00
Blog posted by: Ellie Harte, Head of Communications and Engagement at the Independent Commission for Aid Impact, 16 September 2020.
GCS Campaign of the Month winner August 202010/09/2020 12:25:00
Congratulations to the Department for Digital, Culture, Media and Sport (DCMS), winner of August’s GCS Campaign of the Month competition for an initiative to tackle loneliness.
GCS Campaign of the Month winner July 202019/08/2020 16:20:00
Congratulations to the Ministry of Justice (MOJ) Corporate Communications team, winner of July’s GCS Campaign of the Month competition for their work on the internal ‘Coronavirus (COVID-19) communications’ campaign.
Deadline for accessibility regulations – 6 weeks to go12/08/2020 15:20:00
Blog posted by: Nancy Hull, Communications and Campaigns Manager at Government Digital Service (GDS), 12 August 2020.
Reshaping the GCS29/07/2020 09:10:00
At the start of July we announced plans to reshape the Government Communication Service (GCS). The plans were put forward by GCS Exec Director Alex Aiken, in the context of the wider Civil Service programme of change, being led by the Civil Service Chief Operating Officer, Alex Chisholm.