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New requirements for digital marketing and state interactive services

Ruziboeva Mushtariy

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“Digital Government Transformation Lab”

Scenario

A national government plans to modernize and fully digitalize its public services through an interactive online platform.�You have to act as a digital marketing and e-government consulting group tasked with designing a strategy that meets new requirements such as user-centricity, transparency, data security, and service accessibility.

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Stage 1: Problem identification

Task:�Analyze the situation and identify key challenges.

Guiding questions:

  • What difficulties do citizens face when using current online public services?
  • Why is digital marketing not effectively promoting these services?
  • Which new requirements (data privacy, usability, trust, accessibility) are most critical?

Output:�List of at least 5 key problems

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Stage 2: Goal setting and KPIs

Task:�Define strategic objectives for digital marketing of state interactive services.

Examples:

  • Increase online service adoption rate
  • Improve citizen satisfaction
  • Enhance digital awareness
  • For each objective, define a measurable KPI.

Output:�Objectives and KPI table

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Stage 3: Target audience segmentation

Task:�Segment users of public services into at least three groups.

Example segments:

  • Youth (digital natives)
  • Entrepreneurs and businesses
  • Rural population

For each segment identify:�✔ Needs�✔ Motivation to use services�✔ Preferred communication channels

Output:�Audience segmentation map

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Stage 4: Digital marketing strategy design

Task:�Develop a strategy including:

  • Content types (videos, tutorials, infographics)
  • Channels (social media, government portal, mobile app, email)
  • Engagement tools (chatbots, feedback systems, notifications)
  • Personalization approaches

Output:�Strategic plan or visual framework

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Stage 5: Interactive service prototype

Task:�Choose one public service (e.g., tax payment, ID application, business registration) and design a concept.

Describe:

  • User journey
  • Key features
  • Transparency and convenience elements
  • Digital touchpoints

Output:�Prototype description or simple diagram

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Final Deliverable

Each team presents:

✅ Problem analysis�✅ Marketing strategy�✅ Service prototype�✅ KPI and evaluation framework

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