Having spent something like ten years now working on advertising campaigns for Government departments, everything from drink driving to tourism and recruitment to tenders, it seems that the most common question I get asked nowadays, often sitting precariously on a stage in front of an expectant audience, is something like “what’s Government doing with digital?”

It’s fair to say that most marketing campaigns subliminally set out to reach the largest number of people possible. We all know the importance of targeted thinking and will (hopefully) have identified the key behavioural or socio-demographic characteristics of our primary audience, but having done that, it’s easy, as marketing people, to be seduced by