Drop the "e": Marketing E-Government to Skeptical and Web-Weary Decision Makers

Drop the "e": Marketing E-Government to Skeptical and Web-Weary Decision Makers

Douglas Holmes (www.dougholmes.com, France)
Copyright: © 2005 |Pages: 33
DOI: 10.4018/978-1-59140-637-2.ch010
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Abstract

This chapter was prepared originally for the 2002 Task Force of the OECD Project on the Impact of E-Government and was updated in 2004 for inclusion in the book, Practicing E-Government: A Global Perspective. The chapter addresses the risk of low public awareness and declining political interest as barriers to e-government, and considers ways governments can develop better marketing techniques to “sell” online services and the e-government concept to both groups. The term “marketing” is used loosely to mean both the presentation and promotion of actual online services to encourage people to use them, and the presentation and promotion of the theory and concept of e-government to ensure political understanding of its benefits to society. The chapter has two parts plus an initial Executive Summary that summarizes the points raised in both sections. Part A discusses demand-side issues: the lack of awareness and confusion among users and potential users of electronic services and how these issues can be addressed with various marketing techniques. While the greatest factor contributing to low take-up of electronic services continues to be poor Internet access and a lack of computer skills, the purpose of this report is not to address social exclusion issues. It is recognized that the digital divide is gradually being bridged and therefore the chapter primarily considers the person who has access to a computer but, for a variety of reasons, does not use it to access government services. Part B looks at the supply side and ways to market the concept of e-government to decision-makers — politicians and senior level bureaucrats — who are responsible for supporting and funding the development of online services and for removing remaining regulatory and legal barriers. The chapter does not address culture change within the public sector and the need to shift the mindset of government employees from traditional department-centric thinking into more customer-centric and user-friendly approaches. Overcoming employee resistance to new working methods requires more management skills than marketing skills. But marketing techniques can be used to address the risk of a backlash against e-government as declining political interest in the Internet generally and in e-government specifically coincides with the need to develop more complex and expensive electronic services and information systems. The author would like to thank Stefan Czerniawski, David Hickman, Chris Roberts, and Rod Quiney for their contributions.

Complete Chapter List

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Table of Contents
Preface
Mehdi Khosrow-Pour
Chapter 1
Barbara A. Allen, Luc Juillet, Gilles Paquet, Jeffrey Roy
In discussions on e-government, terms such as “seamless” and “joined-up” are often deployed in reference to restructuring the public sector for more... Sample PDF
E-Government as Collaborative Governance: Structural, Accountability and Cultural Reform
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Chapter 2
Tony Bovaird
This chapter explores the ways in which e-government and e-governance have been and can be evaluated and how performance measures can be developed... Sample PDF
Performance Measurement and Evaluation of E-Government and E-Governance Programmes and Initiatives
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Chapter 3
Tony Bovaird
This chapter suggests that e-government and e-governance initiatives can potentially have major organizational impacts through three mechanisms... Sample PDF
E-Government and E-Governance: Organizational Implications, Options, and Dilemmas
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Chapter 4
Georges Chatillon
Since the 1990s, governments have been exploring, and in many cases implementing, e-government in an effort to expand their budgeted services and... Sample PDF
Confidence in E-Government: The Outlook for a Legal Framework for Personal Data and Privacy
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Chapter 5
Stuart Culbertson
At varying paces, governments are aggressively pursuing e-government strategies with the expressed objective of capturing the efficiency that ICTs... Sample PDF
E-Government and Organizational Change
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Chapter 6
Stuart Culbertson
E-government is, in many respects, a campaign to transform governments. For both officials inside government and the citizens and clients that these... Sample PDF
Transformed Government: Case Studies on the Impact of E-Government in Public Administration
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Chapter 7
Marcella Corsi
This chapter describes our experience in establishing an Observatory for the measurement of the impact of e-government policies onto the efficiency... Sample PDF
Measuring E-Government in Italy
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Chapter 8
Valerie A.J. Frissen
In this chapter, the author considers the notion of the e-mancipated citizen against the background of current trends in social and political... Sample PDF
The E-mancipation of the Citizen and the Future of E-Government: Reflections on ICT and Citizens' Partnership
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Chapter 9
Christiaan Holland, Frank Bongers, Rens Vandeberg, Wouter Keller, Robbin te Velde
In this chapter we describe research we have conducted on measuring e-government in the Netherlands. This research was commissioned by the Ministry... Sample PDF
Measuring and Evaluating E-Government: Building Blocks and Recommendations for a Standardized Measuring Tool
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Chapter 10
Douglas Holmes
This chapter was prepared originally for the 2002 Task Force of the OECD Project on the Impact of E-Government and was updated in 2004 for inclusion... Sample PDF
Drop the "e": Marketing E-Government to Skeptical and Web-Weary Decision Makers
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Chapter 11
Alison Hopkins
This chapter approaches the topic from a consumer perspective, looking at some of the principal challenges for governments in developing not just... Sample PDF
E-Government: Trick or Treat?
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Chapter 12
Donald G. Lenihan
In this chapter, the author acknowledges that over the last few decades, information and communications technologies (ICTs) have progressed at a... Sample PDF
Realigning Governance: From E-Government to E-Democracy
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Chapter 13
Valentina Mele
The contribution starts from assessing the reciprocal influence between organizational change and the adoption of information and communication... Sample PDF
Paradigm and Practice: The Innovative Organization to Deal with E-Government
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Chapter 14
Salvador Parrado
The text analyses the strategy of OECD countries in order to introduce the needed skills for launching e-government services at the national level.... Sample PDF
Skills for Electronic Service Delivery in Public Agencies
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Chapter 15
Franklin S. Reeder, Susan M. Pandy
Historically, and some would argue quite properly, most major information technology investments have been considered and allocated in the context... Sample PDF
Identifying Effective Funding Models for E-Government
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Chapter 16
Barbara Allen, Luc Juillet, Gilles Paquet, Jeffery Roy
E-government creates both new pressures and new opportunities for partnering — within governments, between governments and across sectors and the... Sample PDF
E-Government and Private-Public Partnerships: Relational Challenges and Strategic Directions
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Chapter 17
Alexander Settles
The transition to e-government applications for public service delivery and management involves significant changes to the traditional systems of... Sample PDF
What Skills are Needed in an E-World: E-Government Skills and Training Programs for the Public Sector
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Chapter 18
Hein van Duivenboden
This chapter is on responsive electronic government services. Various changes in the relationship between government and citizens will be discussed... Sample PDF
Citizen Participation in Public Administration: The Impact of Citizen Oriented Public Services on Government and Citizens
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