Nataliia Savchenko,

C. Sc. (Public administration), Senior research fellow,

Doctoral candidate of Chair Information Policy & Digital Technologies,

National Academy of Public Administration under the President of Ukraine,

DIGITIZING PUBLIC ADMINISTRATION: FEATURES OF DIGITAL MARKETING APPLICATION

Digital marketing is a modern form of marketing, and, according to our convictions, individual principles and methods can be actively used not only for business entities to promote certain goods on the market, but also in the process of providing public services to public administrations. This modern form of marketing is based on the use of data in digital form and the corresponding devices [2, p. 47].

The growth in the number of different devices (computers, tablets, phones, smartphones, etc.) affects the expectations and demands of customers, service users and, at the same time, increases the possibilities of addressing, personalized appeal to them.

Allocate the following forms of digital marketing: 1) rull-form, when the client independently chooses the necessary information (content) from the existing proposal and applies for the services he needs; 2) rush-form, when the client receives information (sms-mailing, spam, etc.) regardless of his/her desire. This form is characterized by the presence of shortcomings, in particular excessive spending of efforts and resources, since the consumer, in a large part of cases, receives no information at all in this way [1].

Using five modern digital channels (the Internet and devices that provide access to it (computers, laptops, tablets, smartphones, etc.), mobile devices, local area networks, digital TV, interactive screens, POS terminals), digital marketing solves various tasks, including maintaining image; the introduction of a new brand or product on the market; increase brand awareness; stimulation of sales of goods (services) [1].

The main methods of digital marketing are considered [1; 2]:

– Contextual advertising of Google Adwords, Yandex Direct;

– technology Big Data – arrays of large volumes;

– Retransmission [1], remarketing [2] (English retargeting) – re-targeting, repeated display of Internet advertising;

– mobile marketing (using mobile devices);

– marketing using e-mail to send messages to customers, service users;

– Viral Marketing [1];

– RTB (real time bidding) – real-time bidding;

– SMM (social media marketing) – social media marketing;

– SMO (social media optimization) – optimization for social networks;

– SEO (search engine optimization) – site optimization in search engines;

– SEM (search engine marketing) – search engine marketing.

There are certain rules of digital marketing [1; 3]. The main ones, in our opinion, should become key in the process of providing services to citizens by public authorities:

building good relationships with clients, their active engagement as creators, distributors and commentators, rather than passive viewers or just target audiences;

increase in coverage – the potential of digital marketing allows you to constantly engage people in the communication process; “... the transition from the linguistic media to the address channels requires a radical change in thinking, which primarily involves the perception of the audience as a set of individuals [3]”;

defining a set of channels that allow you to achieve the best results; creation of content tailored to the needs of specific consumers;

the dependence of the content on how it is disseminated and the constraints associated with the types of devices supporting it;

taking into account the fact that a significant part of the content will be created by the consumers themselves; encouraging consumers to create content in accordance with general policy;

building relations with consumers in view of their strong influence, the growth of “power consumers”;

communication, correspondence with customer services, clients only with their permission and use of the information they want to share; activating consumer actions, and not just image creation; providing consumers with information that they would like to share with others (as opposed to paid advertisements); learn about the interests and intentions of the consumer; to transform consumer information into a permanent dialogue;

formation of the optimal set of means of media influence and interaction with the consumer; the use of possible digital technology and tools (but not for imposing, but for the protection of their point of view);

increasing work with each consumer, using a client-oriented approach in providing public services, etc.

In our opinion, the question of applying the principles and methods of digital marketing in the process of providing citizens with services by public administration bodies requires further scientific research. Particular attention to this issue should be given to the formation of the regulatory framework governing the issue of “digitalization” of the provision of public services.

References:

1. Ruban V. V, Digital Marketing: The Role and Features of Use / V. V. Ruban // Economic Bulletin of the Zaporizhzhya State Engineering Academy. – 2017 – Voip. 2-2 (08). – P. 20-25.

2. Digital Marketing – The Marketing Model of the 21st Century: Monograph / Aut. Col .: M. A. Oklander, T. O. Oklander, O. I. Yashkina [and others]; for ed. doctor of sciences, prof. M. A. Oklander. – Odessa: Astroprint, 2017. – 292 p.

3. Yatsyuk D. V. Digital marketing: the future of marketing communications in branding / D. V. Yatsyuk // Investments: practice and experience. – 2015. – № 7 [Electronic resource] – Access mode: http://www.investplan.com.ua/pdf/7_2015/16.pdf