Abstract
The role of modern technologies on competitive advantages of organizations is extensively analysed by many scholars or studies (Wascher et al. 2018; Maduro et al. 2018; Accenture, 2019). In order to sustainably communicate and meet stakeholders’ expectations (Hovland, 2005; Macnamara, 2015; the UK Government Communication Plan 2017/2018; Bahena-Alvarez et al. 2019), both private and public organizations (including civil service institutions) implement technological innovation and apply modern communication tools (including a spectrum of digital marketing techniques); however, many factors, such as limited financial autonomy, dependence on political priorities, heavy bureaucracy and complicated jurisdiction or simply insufficient technological knowledge and competences (along with modest innovation systems and inefficient monitoring ) make the present topic relevant to civil service organisations of Central and Eastern European Countries. The research question is how to unleash potential of modern technologies in order to make civil service organizations’ communication strategies sustainable and value-adding. Instead of artificially separating communication worlds of private and public sectors, the present publication is focused on combining the best communication strategies (Ferguson et al. 2016) from different angles, such as business intelligence, financial analysis, social innovation, digitalization, innovative Human Resource Management, and etc. The semi-structured qualitative experts’ interviews help examine the process of applying modern technologies (including digital marketing communication techniques) in practice of civil service organizations as well as provide the guidelines for communication strategy improvement. The conceptual matrix of technological effects is backed by qualitative research results, which is of significant value-added to future success and sustainability of communication strategies of CEEC’s civil service organizations.
Highlights
Based on a number of scholars, such as Husain (2013), Bhatnagar (2014), Luthra and Dahiya (2015), Shanga et al (2017) or McEwan et al (2017), communication efficiency plays a critical role in sustainable development of organizations, and its success is related to a set of criteria, such as application of modern technologies (IT, Mechatronics, and etc.), innovation and networking processes, leadership, and/ or communication management models
Digital marketing and, in particular, digital communication instruments are considered among the key priorities in order to smoothly interact among stakeholders
Notwithstanding that the literature on the role of technologies on communication sustainability is well established, the effects vary from purely financial results to non-financial, such as social value-added, community gathering or engagement; while Lithuanian Civil Service Organizations lack knowledge, experience and commitment to use communication technologies and techniques in practice, which jeopardize the smoothness and efficiency of internal and external communication
Summary
Based on a number of scholars, such as Husain (2013), Bhatnagar (2014), Luthra and Dahiya (2015), Shanga et al (2017) or McEwan et al (2017), communication efficiency plays a critical role in sustainable development of organizations, and its success is related to a set of criteria, such as application of modern technologies (IT, Mechatronics, and etc.), innovation and networking processes, leadership, and/ or communication management models. Organizations are under pressure to communicate flexibly with society, while digital marketing (including Social Media), video advertising ( via mobile technologies), webinars, online forums, life interactive conferences, are only a few examples of modern communication techniques which make the communication and marketing strategy more efficient and socially engaging. The diverse technology effects on communication sustainability might be tackled from the perspective of value-added through using efficiency-related terms, such as marketing, technical or economic efficiency. Technologies manifest in modern organizations in different forms, such as robots, digital hubs, artificial intelligence, open source innovation, mobile application services, and etc., which change the communication of modern organizations, and draw attention to cultural and social norms (for instance, social trust among stakeholders), evolved collaboration phenomenon (shared value economy; intensity, scope and various ways of interaction among partners) or competitive advantages via a vast spectrum of synergy effects. To profoundly examine the communication sustainability during the time of technological change, the chapter is centred on the marketing effectiveness and efficiency, which nowadays is tightly related to digital marketing and modern communication technologies
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