|Most businesses are adept at engaging with their target audience in timely and appropriate ways, and many now are also routinely using sophisticated analytical techniques to drive their marketing decisions and reach the people they want to talk to.
But since their core objective is to meet commercial goals, why is this relevant to the public sector? Well, state-run services must also engage with their target audience, get people to use their services, and distribute public information that hits home – and they too are now turning to data analytics to fine tune their marketing efforts.
Look for good practice in the public sector
This year PHE is aiming to use data much more heavily to ensure its messages are pushed in a more targeted and sophisticated way. Ms Mitchell believes this will be crucial if campaigns on themes such as smoking, drinking and healthy living are to cut through. Much of this activity will aim to harness the possibilities offered by social media as content that strikes a chord with users can easily go viral. “You will see a big focus on optimally using data, targeting and digital engagement,” Ms Mitchell commented.
Use behavioural science
Remember physical channels
Make yourself relevant with useful tools
By offering something genuinely useful, Public Health England was able to keep its message at the forefront of people’s minds day after day. And crucially, it recognised that its target audience aren’t those who routinely download commercial apps, hence it was free to download, ‘really simple and digestible.’
Data analytics could help you find out what your target audience considers useful enough to use day after day. Ultimately, extracting useful insights from your data can assist with future marketing decisions and help ensure your budgets are spent well.