Marketing E-Government to Citizens

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Author(s): María de Miguel Molina (Universitat Politècnica de València (UPV), Spain)and Carlos Ripoll Soler (Universitat Politècnica de València (UPV), Spain)
Copyright: 2013
Pages: 18
Source title: From Government to E-Governance: Public Administration in the Digital Age
Source Author(s)/Editor(s): Muhammad Muinul Islam (Jahangirnagar University, Bangladesh)and Mohammad Ehsan (University of Dhaka, Bangladesh)
DOI: 10.4018/978-1-4666-1909-8.ch006

Keywords: Electronic Government / Government & Law / Information Science Reference / Public & Sector Management

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Abstract

This chapter explores the different literature that analyses the application of marketing strategies in e-Government to help government managers promote citizen communication and participation. On occasion, the application of marketing strategies to encourage citizens to use G2C (Government to Citizen) tools is poor. Providing citizens with information is the first step whilst the final step of governments should be to reach citizen participation in decisions. To achieve this final step, governments will need to carry out a network analysis in order to find out more about their citizens and their needs. They will then need to communicate effectively how they can cover these needs through e-Government. Based on several experiences, the authors aim to study the gaps that governments at any administrative level should cover to enhance their communication with citizens and so increase the use of e-Government. In this chapter, the authors propose the use of Web 2.0 tools as a new way of communication.

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