In partnership with the Government Communications Service, I recently held a talk about personalisation within the public sector and how it can be utilised to target the right people when considering the dissemination of important information. The seminar was followed-up by a unique and interesting discussion group, in which all participants volunteered topics and held an open forum of debate looking at the aforementioned topics from different angles and perspectives.
What is personalisation, and how does it become of benefit? The term is both varied and covers a number of specific techniques, but the long and short of it is that it gives organisations the ability to build personal profiles and tailor a journey that best meets that user’s requirements. This can be done in a number of ways, such as looking at the browsing data of the user when they are on your website, looking at their previous purchasing history, tailoring languages and case studies on location but what you are ultimately looking to do is gather this behavioural data and tailoring content suitable for them. This means that you can target specific information for lots of users, that is of personal interest without bombarding them with irrelevant information.
Personalisation and creating tailored user experiences has been a key point of ensuring that companies’ digital marketing strategies deliver on their objectives, thus my reasoning behind selecting the subject as a case for the public sector. During the open discussions, I found that both the private and public sectors look to deliver information efficiently and tactically, whilst for the private sector it is to help long term business growth, it is far subtler for the public sector; they strive to ensure that public get the specific information they need without being bombarded with irrelevant details, all the while maintaining its cost efficiency. This can come in many forms such as teacher recruitment drives, or guaranteeing that websites, such as those on international trade, can adapt depending on user location, providing relevant case studies (or other pertinent information) in the correct language.
All in all, I think more initiatives like the one I attended recently can provide valuable discourse between very different sectors and allow for greater collaboration going forward with best practices from both sides being adopted.
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