Government must act on online advice

The revolution to public sector digital services that government digital champion Martha Lane Fox called for.

coupled with the demand to make government services easier to access, really is the best of news.

Retailers and online businesses have for many years recognised and actively pursued not only the increased revenue available online, but also the efficiency gains that can be realised by using their websites to reduce operational costs.

So in the same way, smart investment in online services could be a key move in reducing government costs.

However, just adding more pages and services is only half the battle. The government needs to take a leaf out of Amazon’s book, for example, and start building websites that watch and react to a user’s actions, changing its own pages and content, in real-time, to make services more usable and accessible.

Today this technology means that these improved services can be provided without needing to rebuild the existing sites or spend millions on programmers.

Our hope is that the opportunity to save money, by delivering the same world-class online services in the government space as UK companies do in the commercial space, is not lost in a flurry of misplaced cost-cutting measures. Cutting any investments in technology could really make a difference.

Malcolm Duckett
VP Operations

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