Public sectors in general aren’t known for their early adoption of new fangled technology, no matter how beneficial it appears to be. However, the UK government is dedicated to digitising the public sector, from central government departments to far smaller, more rural civil parishes.
Local authorities must buckle up because digital transformation in government is well underway, bringing sweeping changes that will improve the lives of local officials and the citizens in their borders.
We’re going to look at some of the top technology trends in the public sector for the remainder of 2024 and beyond.
Artificial Intelligence (AI) & Machine Learning (ML)
In the digital age, there’s no getting away from AI and that’s a good thing.
By automating manual processes and replacing legacy systems AI and ML remove the risk of human error, especially on repetitive and routine (boring) tasks. The accuracy and speed with which they can carry out these tasks saves a massive amount of time that staff can put to better use on higher-value tasks.
AI can be incorporated into all public services, from construction and education to healthcare and defence.
Cybersecurity
According to a report on digital technology trends by Salesforce, 35,000 people worldwide believe that cybersecurity is one of the biggest priorities for governments.
Government agencies work with a lot of sensitive information, so a robust and resilient cybersecurity system is of paramount importance. Implementing these digital systems is often easier said than done for small councils and local government entities.
One of the trends identified is for these small councils to join forces and pool their resources so that implementing digital security systems isn’t as costly as if they had to fund them alone.
In this way, they can invest in the proper infrastructure for digital transformation and ensure that they comply with new, stricter cybersecurity regulations from the get-go and don’t have to play catch-up.
Cloud computing
Cloud computing is the easiest way for government leaders to share information and resources, which streamlines government services, operations and processes.
Not only is cloud technology flexible and scalable but it also meets employees’ preferences for hybrid employment conditions, giving them the option to work from home or take advantage of flexi-hours.
Digital capabilities, including processing and storing enormous amounts of data, enhance accessibility to data and resources and improve productivity and employee morale, and enhance citizen experiences, which boosts customer service.
Cloud computing technology replaces old legacy systems and in doing so, improves interdepartmental collaboration and communication, as well as public sector innovation.
Internet of Things (IoT)
The IoT has been creeping into our personal lives (smart TV and fridges, anyone?) but it’s carving out a niche in public services too. We see this in ‘smart cities’ (or smart suburbs) that have adaptive street lighting that meets modern residents’ needs while reducing their impact on the environment through low energy consumption.
Think what it could do for the UK’s net zero goals.
More commonly, in central and local governments, IoT enhances public surveillance systems, which can play a huge role in helping law enforcement departments curb crime and find and apprehend suspects.
This type of real-time data can also be used in public transport (e.g., traffic management) and to improve emergency response times.
Predictive Analytics
Predictive analytics is one of the most significant technologies driving transformation in government. It has many, many practical applications for the public sector. Here are just a few examples.
Informed decision-making
Analytics provides public sector officials with real-time data that enable on-the-spot informed decisions. Over the longer term, analytics provide the insight needed to identify inefficiencies in government services and then improve service development and delivery to boost efficiency.
Solutions to social challenges
Digital data provides insight into persistent social issues, such as healthcare management and social inequality.
Digital tools provide data that enables local governments to develop targeted solutions and tailored interventions to resolve these challenges.
Optimised resource allocation
Data from programmes, initiatives, projects, and procurement identify areas that need extra attention, like local healthcare services, so that resources can be redirected to address challenges and problems.
This enables the UK’s increasingly digital government to achieve the nigh impossible: Do more with less.
Transparency and accountability
The Procurement Act 2023 places a lot of emphasis on transparency in governance and procurement. Making analytics data available to citizens holds the government accountable for every penny spent and how government services, programmes, projects, and initiatives are performing.
Technology Marketing Trends For The Public Sector
Marketing is just as tech-driven as the public sector and as digital technology evolves, so do the strategies and campaigns that marketers create for their public sector clients. We’re going to take a look at four of the most significant marketing technology trends in 2024.
Short-form Video Content
TikTok is an increasingly powerful social media platform that can be leveraged to optimise digital marketing strategies for public sector clients.
Instagram Reels is another platform that is growing in popularity and worth consideration.
Chatbots
Chatbots will start to pop up on SME websites, including marketing agencies and their clients. They’re worth considering because of their convenience. Who else is going to answer website visitors’ questions or provide customer support 24/7?
Data Analytics
Just as with public services, analytics provide a wealth of information that it would be foolish to ignore. For instance, consumer behaviour data can play a big role in how marketing strategies are put together. Data is also there to personalise client experiences, which has a great positive impact on ROI.
In fact, another trend to watch out for is …
Hyper-personalised Marketing
Hyper-personalisation is driven by real-time data and advanced analytics. It’s not about consumer behaviour so much as about a specific consumer’s behaviour. Don’t worry, you don’t have to rework your strategy for everyone on your target list.
It’s more like scheduling emails so that they are sent at the best time for an individual. So, one subscriber might open emails at 9 am each work day, while another opens emails at 2 pm, and another at 4:30 pm. It just maximises the chances that your email will be opened and not lost in the in-box.
Cadence Marketing Has Data For You
Cadence Marketing, one of the top B2G marketing agencies in the UK, has put together several reports that provide data for opportunities in the public sector, including:
- Defence, Security, and Emergency Services
- Construction and Infrastructure
- Health, Medical, and Social
- IT and Communications
- Automotive and Transport
- Consultancy, Legal, and Professional Services
Contact us to book a free consultation to find out more about how our on-trend marketing services can give your organisation the boost you need to put you ahead of the competition.
