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MarketingVox has release the article, Marketers' Top 10 Wish List for Agencies of the Future, which reports on a US survey sponsored by Sapient of two hundred CMOs (Chief Marketing Officers).
The report indicates that more than a quarter of marketers said that half to all of their marketing is now done via digital channels. It also reported that nearly 40 percent foresee that in 12 months from half to all their marketing will be done via digital channels.
So what about in Australia?
In Australia we're a few years behind the US (which makes the US a useful predictor of our future).
The 2008 Australian Digital Marketing Trends Survey sponsored by NextDigital, involving 200 communicators across industries (including government) indicated that only around 10 percent of organisations dedicated between 25 and 50 percent of their marketing spend on digital.
However this was projected to grow to 40 percent of organisations within the next five years (by 2013).
It also found that in 2007 only 4 percent of Australian organisations were spending more than 50 percent of their marketing dollars on digital channels, but this was expected to grow to 19 percent in five years.
How is your organisation allocating its communications dollars?
Thursday, September 11, 2008
What share of your communications spend is on digital channels? | Tweet |
The business case for social media within a government department | Tweet |
Brought to my attention by the Victorian eGovernment Resource Centre, the below video from Shel Holzman provides an excellent summary of the value of social media as an set of egovernment tools within government intranets.
It addresses common misunderstandings and myths that have limited take-up, case studies of successful social media use and talks through appropriate applications for different tools.
Shel's video should be compulsory viewing for senior public sector executives who have an interest in improving the capture and dissemination of knowledge within their workplace, reduce the knowledge drain as babyboomers exit the workforce or improving their project management capacity and success rate.
This has been postponed until 20 September, in case you want to catch it. The timing is tricky for Australians and New Zealanders, but it will be available on their site after the event.
US public invited to review proposed patents in egovernment Peer-to-Patent initiative | Tweet |
The US Patent and Trademarks Office (USPTO), is trialing opening the patent examination process to public participation.
This allows members of the public to review pending patent applications and provide input and feedback into the process of assessing patent claims.
In effect, the patent office is acknowledging that the US public has the capacity to improve the US patent process by providing due diligence and scrutiny that the USPTO is unable to provide.
Via the website Peer-to-Patent, members of the public are able to register to review a select set of 400 pending US patents, in an initial pilot program to assess the feasibility of inviting public comments on patent applications.
While I've only just become aware of it, this isn't a new initiative - the pilot has been running for over a year and has generated enormous interest across the patent community.
The Japanese opened their own version of the peer-to-patent site in July 2008, titled Community Patent Review.
This type of project reflects the crowdsourcing potential of the internet, inviting the community to participate, comment on and support (or indicate lack of support) of government-run initiatives, rather than being held at arms length and only consulted according to the government's preferred consultation medium.
Another example I have previously discussed is the New Zealand Wiki Policing Act 2008 which used an online wiki to suggest contents.
Wednesday, September 10, 2008
egovernment across South-East Asia - towards seamless integration | Tweet |
The Economist Intelligence Unit has published a special research report, Towards Seamless Administration (PDF), on the status and challenges of egovernment across South-East Asia, including commments on a number of Australia's nearest neighbours such as New Guinea, East Timor, Singapore and Malaysia.
While Australia and New Zealand are not included in the review, the maturity of egovernment across the region should be a consideration in our planning and thinking.
Just as Australia has provided an example of stable democratic governance and has assisted in the development and security of our neighbours, I believe we have an opportunity and a responsibility to support them in their progress towards more transparent, low-corruption and democratic regimes through the medium of egovernment.
Why Australia should take on a regional egovernment leadership
In my view there are sound economic, social and political reasons for Australia to take on a leadership and supportive role for regional egovernment.
Extending the appeal of fuelwatch - making it 'you'-centrinc | Tweet |
It's still unclear to me whether a national version of Fuelwatch will be launched due to the political discussions underway (the WA version is at www.fuelwatch.com.au), however a US site named Fuelly has turned the concept on its head to create a useful user-centric site, which would lend itself effectively to extending a Fuelwatch-style approach.
Fuelly, at www.fuelly.com, allows individuals to record their vehicles, fuel use and the prices they paid for fuel to track their car's performance over time.
It is a simple concept which lends itself well to tracking the price of fuel at outlets (just add the service station details and time/date of purchases when people record fuel usage) without the need for expensive monitoring by a central agency or by petrol stations themselves. The site's users will do the work, because they receive a pay-off - precise information on their vehicle's fuel performance over time, which can be compared against the baseline for the vehicle (or compare against aggregate results from others with the same model car).
This type of application works well in the Web 2.0 world. Known as crowdsourcing it involves getting a large number of individuals to each do a small amount of work for an individual payback. As the service grows, so does the payback - encouraging greater participation.
Through having a very large number of participants any inconsistencies get smoothed out - as Wikipedia has demonstrated through its ability to rapidly self-correct when errors arise, (much faster than Encyclopedia Britannica, which has to wait until the next year's edition).
The approach Fuelly takes could easily be extended to include more car-related features - oil changes, services and major overhauls, and could eventually link into insurance programs as a way for individuals to record their car-related activities over time. The concept could continue to expand into other areas of value to people, mash-up with maps (If I drive from Canberra to Sydney, given my car's performance level, how much fuel will I use and what will it cost me), to other types of vehicles and to overall energy use and carbon footprint (just add your electricity, gas and water bill totals). It could then self-fund through advertising and car-related services.
With that type of site you'd add a vast amount of utility to a simple fuelwatch, making it very sticky, useful for people and self-regulating and maintaining.
Of course, being an entrepreneur by background I think towards how to make such a development sufficiently useful to generate a profit.
In the government sector, with the profit motive absent, this might seem all too commercial, though it provides a positive driver to make the service more useful to people, as if it didn't get used, it wouldn't get funded.
Note that this isn't the only crowdsourcing idea that could work in government. Provided that government can identify appropriate opportunities, provide a robust technical framework, fund initial growth and promotion, many concepts would lend themselves to the approach.
After all, the crowdsourcing approach is about putting in place infrastructure usable for the public good, and that's really what governments are about!
