Since the announcement back in 2018 that the Australian government is to launch a new digital transformation strategy at the beginning of 2019, it has been all systems go in the marketing automation space.
The Government’s digital transformation vision for 2025 is:
We will deliver world-leading digital services for the benefit of all Australians.
What Is The Digital Transformation Agency?
The Digital Transformation Agency is helping the government improve digital services to make them simple, clear and fast.
The Digital Transformation Strategy has largely been put together to improve people’s experience of Government services, including the way in which the public interacts with its services. Automating their current services is top on the transformation agenda from now until 2025, with work already commencing towards this date in early 2019.
We take a look at ways in which the public sector can leverage techniques and build on ideas already tried and tested when it comes to marketing automation.
What Opportunities in The Public Sector is There For Marketing Automation?
Marketing automation can provide more flexibility, can free up time, and can provide a well rounded positive experience for a user. In the case of Government, this means increasing citizen and stakeholder satisfaction when using their services.
With the Australian Governments, digital transformation strategy now fully underway, it paves the way for Government departments to start thinking about how they can do things differently and more efficiently.
Does your department need to champion its own email campaigns? Do you need more insight into your customer profile and the people you are speaking to?
Now is the time. We are starting to see more Government departments take ownership of their own marketing automation and email campaigns. The same can be said for the event management, media and content teams within the public sector. The trend to bring these tasks in-house and regain control is increasing.
How The Public Sector Can Quickly Get Started with Automation
Some of the most difficult challenges the public sector face when it comes to adopting new software are:
- Passing Data Security Requirements and Accreditations
- Internal Purchasing and Procurement Processes
- Organisational and departmental budgets
When the time comes to start the conversation about engaging a new software for your
organisation, the above are seen to be key road blockers for public sector organisations.
So, how do you overcome these roadblocks and actually turn the conversations into a reality?
Purchasing and Procurement Processes
Purchasing and procurement teams would prefer that you use the same 5 suppliers and
vendors for everything. In an ideal world, this would work, but this is not always the case when it comes to automation software. Finding a vendor that can do everything, ticks all the boxes and satisfies the requirements for Legal, IT, Marketing, Events and the CMO can be tricky.
If you do find one that can, the quick answer would be to keep them and don’t let them go!
Procurement teams work to tight schedules so ensure all preparation and negotiating is complete prior to engaging your procurement team. Make sure you provide your team with costs and collaborate with suppliers in a way that maximises efficiency.
Data Security and Accreditation
When selecting a new software or automation product, it is important that you are picking a product that prioritises security. For example, is the data stored in Australia? Does it comply with Australian SPAM laws?
These are things that your legal, IT and procurement teams will all be asking when it comes to presenting your case for the new software. It may sound long-winded and daunting, however, you can make this process much more streamlined by highlighting software providers and automation vendors who have a Government Accreditation.
Organisation and department budgets
We have all been there, you have worked day and night on putting together a case for new
software you need to use, for it to be rejected. The biggest issue marketers and events teams come across are trying to convince the decision-makers that this is actually the software they really need.
This is common across the board, whether you are in the private or public sector. The difference with Government sectors is that they have to be more transparent with their spending and budgets.
The quickest way to ensure this information is provided upfront from your third party vendor. Discuss all costs with them at your first chance and agree on terms prior to signing the agreement, that way there will be no nasty surprises.
Also, it is good practice during your negotiations with the vendor to outline your budget and expectations from the offset. This will ensure the package they put together for you will meet all your needs.
How The Public Sector Can Take Lessons From The Private Sector When it Comes To Automation
It can go without saying that the private sector has taken the lead and embraced automation with enthusiasm. Automation has helped them streamline their processes and provide a second to none service to their customers to meet ever-increasing demands.
Automation in the private sector has been used to free up time and resources which can be spent on other areas of the business.
For example, the private sector has been forthcoming in automating administrative tasks and embracing AI into their business model. This ensures time is used wisely and waste is kept to a minimum.
Marketing Automation tools can open up a range of opportunities within the Government
Sector. They can offer reliability, accuracy, insight and can play a crucial part in the Australian Government’s digital transformation strategy.
Join Swift Digital at the upcoming Public Sector Strategic Communications Engagement conference on the 24th – 27th February 2020 in Canberra.