Brafton cites that in the US, 85% of people say they own at least one smartphone. Of these, 77% have a home broadband subscription and 100% of customers between the ages of 18 and 29 have a mobile phone (94% own a smartphone).
Thanks to modern data analytics and an ever-evolving marketing landscape, telecom services can tailor their services and support to meet the varying needs of their customers.
Here are some tried and true marketing strategies that have worked for the telecommunications industry:
Applying marketing analytics
Telecommunications companies offer a large number of services, but most customers are interested in only a select few.
Through analytics marketing, carriers can better understand customer data and determine which audiences are most likely to benefit from each product.
For example, Comcast, instead of blindly hoarding information, uses Pointillist, a proprietary analytics tool, to record user journeys and interactions.
Thanks to AI data analytics, carriers can see where customer experience still needs improvement, whether it's in a mobile app or during a support call.
While many of us may not associate AI with personalization, solutions like this actually allow businesses to leverage the information they have more effectively.
Enhance customer experience
The telecommunications industry has long struggled with improving customer service and user experience. According to CustomerGauge’s Net Promoter Score, customers consistently rate their satisfaction with carriers’ services as low.
Next, PwC found that the Telecom industry is facing a wave of innovation that threatens its fundamental communications services, from Voice over Internet Protocol (VoIP) services to 5G infrastructure costs to the restructuring of our Internet ecosystem through Web3 Standards.
Macquarie Telecom Group, an Australian telecommunications company, has taken a bold step by eliminating traditional customer surveys.
Instead, they built Net Promoter Score into everything they did, from their hiring process to their marketing strategy and customer service. As a result, they won a World Communications Award just a few years later.
The telecom space is increasingly competitive, which means consumers have a lot of choice. Much of that success can be attributed to improving their customer experience, from creating more access points to exclusive apps.
Quality content for the target audience
Providing the kind of content that your target audience actually wants to read is one way to drive customer engagement. That’s what Virgin Mobile (Canada) came up with when they partnered with BuzzFeed, a company that regularly produces popular content aimed at young people.
In an effort to attract consumers aged 18 to 24, the telecom company has created its own news hub called VirginMobileFeed and staffed it with BuzzFeed-trained editors.
The hub regularly features content, videos and links to Virgin's social channels to entertain this younger demographic.
A study of the initiative found that 8.7% of respondents who engaged with the provider’s content felt Virgin Mobile was a brand that understood them and what they liked.
Of those exposed to the initiative, 10.3% are considering switching to a Virgin Mobile subscription.
Of course, not all consumers are interested in BuzzFeed-style content, which means telecom companies need to consider who their audience is.
Harness the power of video
When Verizon invested in video for its product pages, the company saw an increase in viewer conversion rates alongside a decrease in call center calls.
In other words, videos have helped consumers better understand products and created a more intuitive and seamless experience.
Samsung also uses video, but focuses its efforts on creating memorable ads that highlight the phone's features that differentiate it from its main rival, Apple.
In promotional videos on YouTube, they illustrate the pain points that switching to Samsung can solve, like long lines at retail locations or software glitches.
Promoting and explaining products is not the only way that video can serve to engage consumers. Telecommunications companies that create their own video services can also attract new customers and engage existing ones.
That's exactly what BT Group, a British telecommunications company, did when it launched its new live TV service in 2006.
Initially, take-up was slow, but BT has since struck deals with Microsoft, Sky Sports, Netflix and others, and even in tough markets, the company is seeing more and more customers come to it.
Differentiated products
Vague and somewhat meaningless product names like “turbo” and “ultra” also provide little clarity. Addressing this issue could help improve satisfaction as customers may begin to perceive their telecom company as being more transparent and honest about its services.
Australian network operator Telstra did this by providing a clear, simple-language one-page description of the packages customers purchased. Within a few months, satisfaction with the company increased by 17%.
Marketing in the Telecom industry must be a comprehensive effort, starting with a proper understanding of who your target customers are (and there will likely be multiple categories here), what they need, and how they get information.
Today, it is almost inevitable that carriers will have to adopt AI data analytics techniques to support their operations.
Therefore, planning cooperation with utility service providers can also become a decisive factor for future success.
Lesson 5: 'Handbook' for revenue growth for telecommunications carriers
Agents "shake hands" with network staff to activate SIM cards online for new subscribers
Despite the request of the Ministry of Information and Communications to stop new registrations and standardize online information, many agents and network operators still brazenly sell, activate SIMs and develop new subscribers in this form.
Ministry of Information and Communications and network operators use identifiers to prevent impersonation calls
From October 27, all phone numbers of units under the Ministry of Information and Communications calling people will display the identifier "BO TTTT". Similarly, calls from telecommunications enterprises to customers will also display the identifier of the network operator.
Network operators want to open the way for customers to register subscriber information online
Network operators believe that registering subscriber information through controlled online channels is in line with the digital transformation trend, because it brings convenience to both network operators and users.
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