Telecoms marketing in 2020 and beyond
5 November 2020
The year is 2020. Working (and schooling) from home has become the new normal, the telecoms that keep the world connected are more important to consumers than ever before.
Telecoms customers are experiencing the value of their service providers more acutely than at any other time in human history. The question is: will those customers stick with the brand they’ve got or become more motivated to shop around?
As eMarketer puts it, “In the telecom industry, competition is fierce and brand loyalty is notoriously low. The major US telecoms providers are in constant battle for market share. The rise of 5G and the merger between Sprint and T-Mobile will only intensify this dynamic.”
Gartner states in its Annual CMO Spend Survey Research that “The COVID-19 crisis has shifted CMOs’ focus from customer acquisition to customer retention and growth.” In addition to 5G, new entrants to the market like low-orbit satellites from SpaceX mean that marketers at these brands have to be at their absolute best to retain their existing customers, and hopefully grab some new ones along the way.
While attempting to keep fickle customers loyal, brands have also taken on the difficult job of remaining sensitive to rapidly shifting global tastes and preferences while selling. Providing value to customers in digital messaging without coming across as overly salesy and pushy is a very real marketing challenge for this industry in 2020.
In research conducted as part of our Marketing’s Missing Millions report, we found that while telecoms marketers aren’t afraid to use new technology to improve their marketing, they’re not experimenting with the one thing that matters most: what they’re saying to their customers.
Here’s how the sector is currently dealing with the pressing marketing challenges they face in 2020…
Language is important to telecoms, but there’s room for improvement.
According to our research, a full 91% of industry marketers believe that they have a consistent brand voice, the highest percentage of any industry we surveyed. 72% feel that language has never been more important in helping brands connect with their customers. 56% say that their CEO has always paid close attention to language – again, the highest percentage of any industry we surveyed.
However, only 69% of respondents said that they plan to focus more on content and language in their next planning/budget cycle. This, conversely, was the lowest percentage of any industry we surveyed.
Could this disconnect and ensuing lack of investment in content and language cause telecoms brands to fall behind the digital marketing curve?
Even though most in the business believe that they’re doing well with their brand voice, content is a different story. Shockingly, only 44% – the lowest percentage of all the verticals surveyed – say that they believe that their brand’s content is good.
What does this mean for your telecoms brand? Opportunity.
More effective and engaging marketing content that shifts to meet consumer tastes and preferences in real time can give any brand a much-needed marketing edge. Better still, in a telecoms marketing landscape where impressions, views, and engagements are measured in the millions, that edge can translate into a very real boost in marketing revenue.
Finding that marketing edge is of crucial importance for this industry in 2020. The good news is, more effective and engaging marketing content is available right now. It comes in the form of marketing technology.
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Also, telecoms are not afraid of getting a little tech into their marketing.
91% of the marketers we surveyed stated that they plan to invest in AI in the next 18 months – more than any other vertical. Oddly, however only 47% said that they planned on using this powerful marketing technology to improve their copywriting. Many, in fact, weren’t aware that generating higher-performing content with AI was even a viable option!
This disconnect between those in the marketing game planning to invest in AI and those planning to put AI to work improving their marketing content reveals an important gap in the marketplace. While many telecoms marketers are implementing this game-changing technology to solve problems relating to the delivery of marketing content (i.e.: optimized send times, personalization, and targeting), very few plan to use it to optimize the quality and relevance of their content once it gets there.
This startling oversight will leave many brands with marketing messaging that isn’t actually optimized at all. Sure, it’ll reach the consumers such brands wish to target with increased efficiency, but if the delivered marketing content is sub-par and fails to drive revenues, what’s the point, really?
An unprecedented telecoms marketing opportunity
Marketing performance on digital channels is becoming more crucial to success by the day. Telecoms need to have AI marketing technology on board. This amazing technology will help these brands represent their values and voice more effectively. It will produce higher-performing, on-brand content at the scales needed to service modern digital marketing channels.
If you aren’t investing in AI marketing technology to improve your marketing content yet, you should be. You could be leaving millions of extra revenue on the table while your competitors leave you behind.
Human oversight and creativity combined with the awesome power of artificial intelligence is the key to making your telecoms brand’s marketing more successful in the “new normal” of 2020 and beyond.