Government tech trends in 2021 — RJ Krawiec // Deloitte
RJ Krawiec
Deloitte
- Part 1 Government tech trends in 2021 — RJ Krawiec // Deloitte
- Part 2Government tech predictions for 2022 — RJ Krawiec // Deloitte
Show Notes
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02:44How the government uses marketing and advertisingPrimary areas of focus are job recruitment and public health campaigns. Marketing and advertising help to simplify complex government policy for public understanding.
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04:46MarTech trends within governmentThis includes automation of communications using enterprise platforms. There is also information collection via social listening platforms to make necessary program adjustments.
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05:43Forms of communication used by governmentThink of automated emails, texts, and announcements on government social channels. Big data AI platform systems are helping the government better connect with program participants.
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08:19How the government handles consumer dataFor data privacy reasons, there is no central database for consumer data. Instead, data is used to automate recommendations based on first-party data supplied by the consumer.
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11:10Building relationships using dataData is being used to speak to different groups more authentically. The intention is to build trust and increase receptiveness to messaging through building connections.
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12:55Impact of the 2021 US electionAn administration change brought with it changes in messaging and allocation of funding. However, government marketing messages remained fairly consistent.
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13:38Areas for improvementHow the government informs the public about new policies and programs is one area for improvement. A more strategic approach is required to get relevant programs to those who need them.
Quotes
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"If you change it from marketing and advertising to external communications, it opens the aperture to what the government can and should be doing." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"Marketing and advertising can translate complex and difficult information into plain, understandable language. So people get the information they need and can act upon it." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"Social listening platforms help the government gather information, know shortcomings, then respond in the ecosystem, or make adjustments to their program's emissions." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"Enterprise systems are being used to automate because the base of people that the government's talking to is so big." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"The only way to effectively get communications out at scale is by using big data AI platform systems." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"Using technology, big data, advertising, marketing and tech, government programs have gotten better at their mission." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"The government is not nearly as impacted as industry in a cookieless world. They weren't using third-party data because they felt that was overstepping their bounds." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"When people go and sign up for a benefit, they're offering their data. The government is set up to use first-party data to communicate all already." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
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"If the government can speak in the authentic language of different groups more, that trust goes up. They're more likely to cut through the noise, to get a message out." -RJ Krawiec, Deloitte, Principal & Chief Marketing Officer for GPS
- Part 1 Government tech trends in 2021 — RJ Krawiec // Deloitte
- Part 2Government tech predictions for 2022 — RJ Krawiec // Deloitte
Up Next:
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Part 1Government tech trends in 2021 — RJ Krawiec // Deloitte
Principal and Chief Marketing Officer for Government & Public Services at Deloitte, RJ Krawiec, talks about marketing in the government sector. Traditionally, the government was not considered when thinking about marketing and technology solutions. Enterprise solutions and big data are changing the way they communicate with the public. Today, RJ discusses government technology trends for 2021.
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Part 2Government tech predictions for 2022 — RJ Krawiec // Deloitte
RJ Krawiec, Principal and Chief Marketing Officer for Government & Public Services at Deloitte, wraps up discussions on marketing in the government sector. The topic on everyone’s mind going into 2022 is data. While third-party cookie deprecation has minimal impact on data collection for the government, challenges still exist around segmentation. Today, RJ offers his 2022 predictions for the government and the MarTech community.
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