Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?

This article assesses the role and likely impact of marketing on the adoption of e-government initiatives. Although the role of tactical marketing in increasing awareness and enhancing adoption has been recognised, strategies required for realising the benefits of marketing e-government services have not been forthcoming. Given that citizens' usage behaviour of e-government services remains sub-optimal and the potential contribution of marketing, we propose a set of marketing-based strategic approaches and argue that they can play an essential role in enhancing adoption of e-government initiatives and propelling citizen's engagement with e-governance. Based on citizens' differential levels of usage behaviour of e-government services and benefits sought from engaging in e-governance, this article classifies citizens into six distinct segments and suggests generic strategic approaches.

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