Gov’t cuts are just the start

The news that the Government plans to cut 75% of its websites in an attempt to save millions of pounds is an example of it trying to tackle a symptom of departmental inefficiency, rather than the source of the problem.

A legacy of poor planning, bad implementation and headline-grabbing buzzword bingo initiatives has led us to a position where duplication of effort and vanity projects now overshadow the undeniable cost savings and service improvements the digital age can enable.

Commercial organisations are relying ever more heavily on the internet to sell stuff, to deliver services and to communicate with their customers and stakeholders, and have demonstrated how cost-effective digital marketing can be.

Those that have failed to take advantage of the digital age have seen shareholders walk out the door. Meanwhile, governments have been getting away with “spend and fail” in the dark for longer than any would like to admit.

If the Government is to guarantee true value for money for the public purse once it’s made these cuts, it needs to ensure it delivers real change and focus within departments. It needs to establish clear and measurable objectives, as well as the processes by which those results will be measured.

Margaret Manning, CEO, Reading Room

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here