Acquiring new communications services customers can be expensive and challenging. A communications services marketing strategy that overlooks 8.1 million highly connected rural consumer households is missing a tremendous opportunity.
Meet the Highly Connected Rural Telecom Consumer
- They are affluent: median household income of $102,000—38% higher than the national average.1
- They have more devices: 10% more likely than the national average to be a family household with multiple devices. 1
- They are young: 602,000 Gen Z and Young Millennials are included in this audience, and they are amassing new devices and adopting new connections. Now is the time to form relationships with this growing audience segment and gain customers for life. 1
- They own their homes: home ownership rates are 8% greater than the national average, and they are the gatekeepers of the purchasing process for their households. 1
- They live in rural communities that will benefit from $62.4B in infrastructure investment over the next decade.2
The highly connected rural telecom consumer values and expects connectivity that simplifies their lives and supports their household’s needs.
Reduce Acquisition Costs with Efficient Targeting
Mspark’s neighborhood data allows us to create audience insights and compare consumer profiles to create the most likely customer for broadband connectivity, wireless, other communications services marketing campaigns.
Telecom providers can reduce acquisition costs with efficient targeting that taps into the highly connected rural audience and engages them with messaging across the most effective media channels.
Consumers appreciate brands who engage them through print and digital channels.
In the past 12 months, rural homeowners have responded to ads across print and digital channels: 3
- 43% of consumers surveyed said they are more likely to purchase from a company that advertises to them through both print and digital channels.4
- By age group, Gen Z is the most likely to make a purchase, at 57%, followed by Millennials at 50%, Gen X at 41%, and Boomers at 34%.4
- Consumers value receiving both mailed (64%) and emailed (54%) advertising messages. 4
Direct mail prompts consumers to take action.
Did you know?
Direct mail marketing converts new customers with 470% more efficiency than all other media.1
More than half of consumers surveyed (55%) visited a brand’s website after receiving mailed advertising and 42% searched for it online. 4 Nearly one-third (27%) bought a product or signed up for a service. 5
Capture Consumer Attention with Offers
More than half of consumers (52%) expect mailed advertising form brands to be personalized to them in some way.
- 65% of consumers say mailed advertising offers are most effective in driving action. 5
- 78% of consumers say they are likely to open/read messaging from a brand that includes a single offer or promotion. 5
Reduce Churn by Upselling Your Best Telecom Customers
Mspark can help you identify your most responsive single-service customers and upsell them, which reduces churn up to 46%.1
View our case studies to learn how other telecom, broadband, and wireless providers have acquired new customers with Mspark’s solutions. Click “get started” below to connect with an expert to discuss your marketing goals.
Sources: Mspark data assets1; Broadband Equity Access and Deployment Program, broadbandusa.gov2; AdMall AudienceSCAN 20243; USPS Mail Moments 20244; 2024 LOB State of Direct Mail Consumer Insights5
