Leveraging Digital Platforms for Global Public Sector Marketing
Leveraging Digital Platforms for Global Public Sector Marketing

Author(s): Krasimira S. Valcheva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: international marketing; public sector management; digital platforms; audience engagement; trust
Summary/Abstract: In the rapidly changing landscape of international marketing and public sector management, the integration of effective marketing strategies becomes vital for public organisations to navigate the international stage successfully. The paper explores the symbiotic relationship between both domains with emphasis on the importance of utilizing digital platforms to enhance global outreach and stakeholder engagement. The use of digital platforms in international public sector marketing offers a cost-effective solution to reach a diverse international public and enable precise audience targeting. Examples of successful international marketing campaigns driven by digital platforms demonstrate their immense potential. However, challenges such as trust building, legal considerations, and measuring impact must also be addressed.

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