Man in municipality uses smartphone
Posted: Sun Dec 22, 2024 8:19 am
A customized message
Hypertargeting. In this article, hypertargeting means delivering a customized message to a niche audience via different channels. Tells a Story explains well what hypertargeting is. Its value lies largely in the ability to tailor a campaign to the experience of your segments. This means that you have to find out which channels they prefer and how they prefer to use those channels. You also have to find out which type of campaign suits each segment best, at what time your segments are most open to your message and how you can best combine all these elements. Education level, age, income or religion play a decisive role in this.
In order to communicate more personally, the government cannot avoid focusing on hypertargeting in 2018. An important role is initially reserved for social media. 96 percent of all Dutch people now 'do' social media and all municipalities are now active on various channels. With social advertising you can advertise increasingly specifically. Facebook introduces new advertising formats and targeting options almost every month. In this NRC article you can read about how Facebook tailors advertisements.
2. Digitizing yes, but with a human touch
In addition to more personal communication, the australia whatsapp number list government must communicate as much as possible digitally and completely online. In 2017, all government services had to be offered digitally . Renata Verloop writes about this : “Apart from the fact that this vision has not been realised in the slightest, the discussion also flares up repeatedly as to whether a fully digitalised government is still accessible to people who have more difficulty than average in keeping up with society. This is usually solved by government organisations with the principle of 'digital if possible, personal if necessary'. But when does it 'have to' be personal?”
At the end of 2017, I investigated which priorities municipalities have for 2018 when it comes to customer contact and participation . A large majority (80%) indicates that they still have to get the basics in order when it comes to customer contact and their e-services and also see that as the most important challenge for 2018.
And every year, a few new digital possibilities are added. In 2017, for example, the latest hype in (online) customer contact was the use of chats and chatbots. And government organizations are trying to respond to this, despite the fact that the basics are often not yet in order. Chatting is accessible, fast and informal. The question is how you can best introduce these new possibilities as a government agency and embed them in your organization. Ewoud de Voogd wrote an interesting article about this.
Hypertargeting. In this article, hypertargeting means delivering a customized message to a niche audience via different channels. Tells a Story explains well what hypertargeting is. Its value lies largely in the ability to tailor a campaign to the experience of your segments. This means that you have to find out which channels they prefer and how they prefer to use those channels. You also have to find out which type of campaign suits each segment best, at what time your segments are most open to your message and how you can best combine all these elements. Education level, age, income or religion play a decisive role in this.
In order to communicate more personally, the government cannot avoid focusing on hypertargeting in 2018. An important role is initially reserved for social media. 96 percent of all Dutch people now 'do' social media and all municipalities are now active on various channels. With social advertising you can advertise increasingly specifically. Facebook introduces new advertising formats and targeting options almost every month. In this NRC article you can read about how Facebook tailors advertisements.
2. Digitizing yes, but with a human touch
In addition to more personal communication, the australia whatsapp number list government must communicate as much as possible digitally and completely online. In 2017, all government services had to be offered digitally . Renata Verloop writes about this : “Apart from the fact that this vision has not been realised in the slightest, the discussion also flares up repeatedly as to whether a fully digitalised government is still accessible to people who have more difficulty than average in keeping up with society. This is usually solved by government organisations with the principle of 'digital if possible, personal if necessary'. But when does it 'have to' be personal?”
At the end of 2017, I investigated which priorities municipalities have for 2018 when it comes to customer contact and participation . A large majority (80%) indicates that they still have to get the basics in order when it comes to customer contact and their e-services and also see that as the most important challenge for 2018.
And every year, a few new digital possibilities are added. In 2017, for example, the latest hype in (online) customer contact was the use of chats and chatbots. And government organizations are trying to respond to this, despite the fact that the basics are often not yet in order. Chatting is accessible, fast and informal. The question is how you can best introduce these new possibilities as a government agency and embed them in your organization. Ewoud de Voogd wrote an interesting article about this.