So what’s next for digital communications in government? First and foremost is tools. Digital cross-channel tools are increasingly important to government communicators because with them they can effectively leverage their voice in today’s crowded communications marketplace. Not surprisingly, the most widely used tools are 1) websites, followed closely by 2) press releases, a conventional, but still necessary way of making announcements for many agencies. Rounding out the top five are 3) social networks, 4) web analytics and 5) email marketing coming in last.
The reality of contemporary communications is that citizens expect to have digital experiences that work anytime and anywhere, personalized to their specific needs. Digital government strategies have begun to heed this reality through the increased use of mobile and a multiple-platform presence. This raises citizens’ expectations for digital government and drives further prevalence for these digital tools across many government departments and agencies.
The last section of this survey demonstrates that there is clearly some room for improvement. While websites, press releases and email have all been mainstays of digital communication since the late 1990’s, new communications tools leverage those channels in a much more effective way. Effective use of websites today means personalized content throughout consumer interaction with digital government, including e-forms and highly targeted email outreach. Only 19% currently use website personalization, despite the fact that 53% rate personalization and targeting as important or very important.”
The same shortcomings are reflected in communicators’ attitudes toward mobile technology. While we know from other reports 80% of people’s time is spent in mobile apps, only 31% of those surveyed currently use mobile apps to reach citizens, and just 42% currently have a mobile-optimized website. These results mirror government communicators’ web content management decisions—while 95% of communicators believe that content management is important or very important, less than half think they are effectively utilizing their content management systems.
These content management trends are visible in commercial companies as well. Many companies, including Adobe, have dramatically transformed their content strategies in recent years to keep pace with the changing digital communications landscape. The impact of updating digital tools is about more than just increasing revenue; for government it’s about increasing employee efficiency, saving time and taxpayer money and giving citizens the best possible digital government experience.
For more information on the survey findings, or to learn how Adobe can help your office, contact our team today.