With a collective shift toward digital marketing in telecom, the industry needs to find the right
notes to hit for sustained success. Digital marketing techniques offer a particularly impactful way
for companies to address decreasing customer satisfaction scores for the telecom industry.
According to a recent survey by Adobe, the top reasons that telecom companies are excited about
digital marketing are the possibilities behind big data and its effects on the customer experience. As we covered last time, digital marketing produces a treasure trove of data. With these insights,
the telecom industry has the tools it needs to provide more responsive customer experiences throughout the entire customer journey. Telecom companies just need to figure out how to use them – and a marketing project professional can help.
For those who are new to or still fine-tuning their efforts around digital marketing in telecom,
we’ve put together a list of “must-haves” for a killer digital marketing approach.
1. Prioritize the Customer Experience
With loads of data available through digital marketing, telecom companies can turn that
wealth of knowledge into full-journey customer experience insights. That means
transforming data points into action. There are many key performance indicators (KPIs)
to track, but some of the best for telecom companies to improve customer satisfaction
-Average resolution time
-Marketing campaign effectiveness
– Customer churn rate
2. Prioritize Technology Knowledge
According to Adobe’s survey, half of telecom companies don’t feel like they “have the
technology they need to succeed.” While many companies don’t have the technology,
even the ones that do are struggling with “disconnected technology platforms” (39%) and
“lack of a single customer view” (35%). The average enterprise marketing department uses 91 marketing cloud services. Working with a fractional marketing management team that’s able to streamline digital marketing technology use could be game-changing.
3. Prioritize Personalization
As we mentioned before, people are willing to give up their data for more customized service. Telecom companies are listening. Adobe’s survey revealed that some of the top priorities of digital marketing in telecom are targeting and personalization (29%).
Personalization transforms the customer experience by making customers feel like
companies know and understand their needs. To achieve this, companies need to implement a digital marketing plan that covers the entire customer journey—meaning both pre- and post-sale.
4. Allocate Your Resources Smartly
From the technology to the expertise, digital marketing is an investment. On average, digital marketing in telecom accounts for 46% of the total marketing budget, which is higher than most industries.
Digital marketing in telecom requires smart allocation of resources to ensure the budget
is being used efficiently to fulfill the goal of promoting a better customer experience.
This requires marketing project professionals experienced in working with big budgets
and complex requirements.
Digital marketing in telecom presents many opportunities for improving the entire customer journey to enhance customers’ experience. Managing it all requires experienced hands, however. One way that telecom companies can get this experience is through fractional marketing management, which delivers marketing project support for a fraction of the price of full-time
Reach out to learn how JABR Marketing can help you navigate marketing for your telecom