Evolve & Adapt: A Roadmap to Drive Communications Services Marketing Results
In communications services marketing, urban geographies grow increasingly saturated with providers competing against one another for slivers of market share. The race for acquisition in small, yet lucrative, non-urban markets where broadband is newly available may offer a greater opportunity for communications services marketers to increase their footprint.
A strategic marketing mix grounded by efficient targeting and regular profile optimization, along with choreographed messaging across multiple touch points, maximizes reach and response while lowering overall cost per lead and cost per call.
Keep reading to learn how service providers can drive results in key markets through an integrated, multi-channel approach. Download our marketing roadmap that highlights these proven strategies.
A multi-channel strategy to drive engagement
Today’s consumer absorbs information across a variety of channels, making it important that you drive engagement through an integrated messaging platform that reaches your target audience and maximizes your ability to influence them.
A multi-channel approach is proven to increase reach and response, leveraging complementary print and digital ads to maximize results:
- Shelf life: 70% of consumers look at ads they receive in the mail and keep them an average of 14.5 days. A print ad has a shelf life that digital ads don’t have.
- Online Research: 46% of consumers were encouraged to go online and seek out more information about a brand due to a mail ad, according to a 2020 study.
- Awareness + Recall: Consumers who see an ad both in print and digital media are more likely to notice the ad (52%) and remember the message (52%), according to the same study.
- Cost-Efficient: Drive down Cost Per Call or Cost Per Lead through strategic targeting that ensures your messages reach those most likely to do business with you when making purchasing decisions.
A partner to reach key lucrative markets
Mspark serves as a partner to connect brands with their best target customers in the small, lucrative markets we serve across the country. Newspaper programs continue their rapid decline, limiting the advertising alternatives to reach these consumers. We work with many of the leading communications services providers, including Verizon, AT&T, Charter Spectrum, Cox, and T-Mobile to connect them with the right audience and map out a marketing strategy to achieve a number of common goals, including:
- Accelerate new customer acquisition while driving down cost per call and cost per acquisition.
- Target eligible consumers as new subscribers down to the household level.
- Differentiate current customers and target them with loyalty & retention strategies.
- Integrate multicultural and bilingual strategies based on audience demographics.
- Retarget lost website visitors to re-engage and convert them.
Read our case studies below to see how other communications service providers have benefitted from a partnership based on trust established over time. These partnerships have fostered continued growth and inspired new programs to increase the number of unique inquiries while reducing the average cost per call and improving conversion rates.
Download our Roadmap to Communications Services Marketing Success for key insights into this proven approach. Reach out today to plan a marketing strategy that will cost-effectively drive acquisition across your target markets.
Sources: Vericast (formerly Valassis) Awareness to Action Study, Vericast.com