5 Steps to Market eGovernment
Conclusion: The emphasis on marketing eGovernment has dropped in priority. There was a Community of Practice on Marketing E-government run by Australian Government Information Management Office (AGIMO) but that government-only group is no longer meeting. In addition there is no specific area in AGIMO responsible for marketing e-government, yet marketing activity is critical to building usage, adoption and education of a product or service.
As the government is committed to delivering services on the Web, it should, as a business would, create the necessary structures for professionals to market the services. To ignore marketing wastes investments in the websites. Currently, the so-called 'operational' areas have some marketing inbuilt into their projects but there is no overall responsibility to oversee standards and market online services.
In addition a complete review of all government website usability should be undertaken to assess weaknesses and client usage. Such a review may entail revising sites. Thirdly the definition and application of “access’’ through the sites ought to be clarified: is it published information; transaction for payment, or email contact with government officers. The fulfilment of any one of these actions should be measured to report if the objective of access has been successful.