The home office and virtual meetings are among the new behaviors that depend on telecommunications networks. And telecom companies also need to invest in digital transformation and online marketing strategies to grow and meet new demands.
We live in times that will undoubtedly go down in history. The pandemic requires quick adaptation on the part of people and companies, giving prominence to information and communication technologies. A reality that also required investments in digital transformation and marketing by the telecommunications industry.
If, on the one hand, we saw in the home office and in virtual meetings with family and friends great alternatives to make our routine via telecommunications networks viable, on the other hand, the challenges and demands for companies in the segment have grown. The Information and Communication Technology (ICT) sector found itself on the brink of offering quick market responses, in parallel with its own internal restructuring actions.
Are we going to better understand this context of transformation and the importance that digital marketing strategies gain to support the growth experienced by the telecommunications area?
A sector that grows and wins the route of digital transformation
The expansion of products and services related to communication technologies is remarkable and measurable. The yearbook Tele.Síntese 2020 – Innovation in Telecommunications, a publication that seeks to trace the picture of the Brazilian communication and internet market, provides significant data.
The study found that the telecommunications industry was the second that hired the most, in May 2020. Considering e-commerce, the first two months of the pandemic represented an increase of 56.8% in digital retail revenues, from agreement with the Brazilian Association of Electronic Commerce (ABComm). And that same period registered a 32% growth in the digital platform customer base, as a result of the investigation by the Brazilian Online to Offline Association (ABO20).
This is all due to the explosion in demand for downloading applications that offer the most different virtual solutions. Zoom, for example, jumped from 10 million daily participants in December 2019 to 300 million in April 2020.
The foot in the digital transformation
This extremely high demand in terms of traffic volume from communications networks required investments in digital transformation actions by telephone and internet service operators. After all, we are talking about a gear that is at the heart of this entire innovation movement.
Telecom companies need to think of digital transformation as an opportunity to establish new business models and invest in alignment with consumer 4.0 trends, based on a systemic view.
See the crucial points for digitization in the telecom sector:
Supporting cutting-edge technologies:
They are not just limited to tools. There are much more: technologies are crucial support elements for effective digital transformation. In this sense, developing policies to adapt to artificial intelligence, Internet of Things (IoT) and Big Data is essential for companies in the segment.
Focus on providing a positive experience:
Satisfied customers are a great asset for brands. Therefore, it is necessary to invest in intuitive platforms based on optimized design, fast and well-thought-out processes, and excellent service in all channels.
Differentiate and customize:
Another essential point is to take into account how digitalization is behind the many gains brought about by differentiation. Telecom operators, for example, need to think about how to uniquely position themselves, allowing customers to have a personalized and rich relationship that builds brand identification and loyalty.
Marketing as a fundamental arm
Behind this set of principles is the understanding that technology and the growing use of products and services offered by the telecommunications industry is about people. And this vision should guide the macro marketing structure of telecom companies.
After all, as highlighted by Philip Kotler, one of the great gurus on the subject, the basis of marketing actions is to understand and offer solutions to the needs and desires of the public.
And to chart an assertive path, in this sense, a few tips are worth:
- Planning is the primary point and must take into account the objectives and results intended by the company, considering the wishes of the target audience. It is something that needs to be built from the analysis of the market and the organization’s strengths and weaknesses, with an awareness of the public’s profile. It is the path to an assertive positioning, with strategies and an effective action plan, which allows for the generation of metrics and continuous monitoring.
- Service is an essential part of the marketing plan of those who work in the telecommunications industry. This vision needs to aim at relationship and loyalty.
- Well-crafted communication, based on properly planned strategies, allows the image and brand positioning aligned with the marketing plan to reach customers and society. The actions, channels and language, or tone and voice adopted by the company’s communication are points of extreme attention.
Focus on digital marketing
And when it comes to communication tools, it’s impossible not to mention digital marketing strategies. In a world increasingly connected and characterized by the growing and intense use of electronic and mobile devices, online actions are the best way to publicize initiatives, strengthen relationships and strengthen the brands’ reputation, building authority.
Inbound Marketing is one of the main tools on this path. It is a policy that bets on education and relationship building as a way to spontaneously attract customers, in addition to retaining them. For this result, a great guide is the automation of marketing, with the development of automatic flows of attraction and nutrition of prospects, based, fundamentally, on the production of valuable content.
For telecom companies, this means efficient lead management. A clear understanding of the position of each potential customer in the purchase journey is combined with the perspective of drawing up other profile elements, allowing for a focused and effective approach. And the prospect is still being guided and monitored at each stage of the deal’s closing process.
This allows for a shorter and more productive sales cycle, with the consultant taking action after a persuasion process that facilitates the purchase. The consequence of this virtuous cycle is heated sales and increased return on investment (ROI). Not to mention post-sales, where automation flows focus on retention, upsell and cross sell.
See how to build a strong digital presence, combining strategies combined with the concept of Inbound Marketing.
Content Marketing:
Rich and relevant content is central. Blog, e-books, infographics and support materials in different formats establish authority and quality relationships with stakeholders.
Social media:
They are also essential channels. Leverage the potential of these good content outreach channels and explore the unique engagement and sharing power they offer.
Organic range:
Boosting the free visibility that Google represents is the focus of Search Engine Optimization (SEO) actions. These are techniques that improve the positioning of websites and blogs on these search engines, allowing you to stand out from those looking for your products and services.
Adverts:
Another worthwhile investment in building your digital presence is sponsored links on Google, which give visibility to your brand on search pages. Social networks also allow for investment of money for greater distribution of their content. And this is well targeted to the company’s target audiences.
Responsiveness:
It is also necessary to keep in mind that the world is increasingly mobile. Therefore, digital content must be responsive, that is, user-friendly for access via mobile devices. Don’t lose sight of this!
So, did you like our tips and insights? It was very clear how much the telecommunications industry has to gain from the digital transformation and the good actions of online marketing, isn’t it? Now it’s time to take action and reap the good results.
