Slide 14.

Public Sector Marketing

Tony Proctor

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.2

Chapter 14

Marketing via the Internet and

Intranet

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.3

Internal marketing needs

Initially, internal marketers employed the same

kind of communication media as externally
orientated marketers when interacting with target
audiences. Internal marketers, however, have
recognised the interactivity and efficiency potential
of Internet technology. Intranets can become
powerful tools for management in organisations
that are increasingly fragmented and at the same
time subject to discontinuous change

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.4
IT and Marketing
• Customer databases
• Customer relationship
management systems
• Ecommerce applications
• Data analysis packages
• Intranets
• Electronic data
interchange (EDI)
• Internet survey – design
and application
• Email
• Video conferencing
• Executive decision
support systems
• Help lines
• Marketing planning systems
• Marketing modelling
• Mobile communication devices
• Computer links with suppliers
• Decision support systems
• Computer links with customers
• Project management software
• Networked computers
• Word processing
• Spreadsheets
• Laptops
• Presentation software
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.5

Modernising government

• building services around citizens’ choices;

• making government and its services more
accessible;
• social inclusion; and
• using information more efficiently.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.6

e-Government Metadata Framework:

the e-GMF
• The main drivers behind the e-GMF were
• the need to make government information easily
available to businesses, members of the public, and
indeed to civil servants themselves, without them having
to be familiar with the structure of government or know
what each organisation is responsible for
• the need to develop electronic records management
systems in line with the guidelines laid down by the UK
Public Record Office
• the requirements of the UK Freedom of Information Act
and Data Protection Act
• the continuing need to improve efficiency
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.7

How the web creates value for customers

• Customers can receive personalised service to their requirements, This can

be achieved either in terms of how the offer is communicated or in terms of
whether service attributes are personalised.
• Cosmetic customisers present a standard service in various ways to
different customers. For example, many Web sites give a personalised
greeting to regular visitors, but the content of the site is unchanged.
• Transparent customisers provide individually customised services, but do
not explicitly communicate this personalisation. For example, the latest sites
make 'smart offers' personalised presentations of services, based on the
visitor's history. The idea is to work out the visitor's needs and preferences
without asking.
• Adaptive customisation uses the same service and message but the service
has multiple settings, allowing the buyer to customise it.
• Collaborative customisation is the ultimate one-to-one marketing. It involves
the company conducting a dialogue with individual customers to help them
define their needs, to identify the precise offering that fulfils those needs,
and to make customised services for them.
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 14.8

Internal e-market segments

Figure 14.1 Directing the newletters to different e-market segments

Source: ‘Directing the newsletter to different e-market segments’. Clipart fromGSP Pictures 5000. Reprinted with permission

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007