Master your ‘Always on’ Strategy
What differentiates a telecom company from companies in other industries is the complexity of the media landscape. The media strategy that holds here is “always on.” Acquisitions occur continuously throughout the year, resulting in a constant need for campaigns. But, handsets and phone contracts are not an everyday purchase, and the customer journeys we observe are longer than for the average retail item. Acquisitions are further limited by consumers’ engagement in existing contracts, meaning media effort does not always have a direct effect.
In this complex and dynamic landscape, the challenge is knowing exactly how efficient every euro of investment in media is at all times.