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Digital Marketing is a Local Telecom’s Way to Stay Connected

You’ve heard it before—a smart digital marketing plan can play an important role in awareness advertising.

Yeah, yeah, yeah. But for a local telecom, digital marketing can make your company seem ever-present (a big plus when you are a local carrier) but it can also help you strategically pinpoint potential users. And this isn’t theory. This is fact. We’ve witnessed client choices that have impacted awareness, all because they undervalued a sound digital strategy. Never forget the beauty of digital. It can offer awareness building to a broad audience much like TV and outdoor or to a surgically selective audience like direct mail.

For the telecom industry, brand familiarity and footprint perception are key consumer influencers. Unlike with many retail products, there are few options in the utility world. Customers tend to stick with industry leaders like AT&T®, DIRECTV® and Time Warner Cable® for cable and VERIZON and AT&T® for phone coverage. Enter digital media and the importance of display. If customers aren’t familiar with a local telecom brand, they’re less likely to trust that its services are adequate, much less comparable. Display ads serve an important touchpoint in framing your business and brand story in a way that A) brings customers to your website doorstep for conversion, and B) builds an ongoing foundation of interest that works in tandem with other marketing materials.

A common question we hear from companies is, “If I send out print materials and run digital ads, how do I know if the customer signed up because of the postcard and not the digital?” It can be difficult to pinpoint one single origin. We use several methods of attribution, such as pixel tracking, retargeting ads and single-gate landing pages (to name a few). However, you can measure the inverse. Numbers across the board plummet in the absence of awareness-driving digital. For example, we’ve seen the effect of removing general display and Facebook display ads from the media mix of a midsized telecom. Facebook impressions and reach decreased by 82.7% in just one month. Search PPC figures decreased substantially in that same one-month timeframe, in stride with general CTR. Promo-specific calls and website redirects decreased, as did general sales and website traffic. By measuring the consequence and aftermath, the critical need for digital display reveals itself.

In order to increase awareness, a small to midsize telecom needs a sharp digital strategy that outsmarts instead of outspends the competition. Awareness-driving digital media not only feeds online lead gen and goal completion, but it also has an indirect, measurable impact on how well your other marketing materials are doing. While display is only one facet of the digital world, it’s certainly an important one. If used well, it has brand-building potential your bottom line will appreciate. For other valuable marketing insights about telecom brands, contact Nicole Donoghue, Branding Specialist at ndonoghue@trone.com or (336) 812-2061.

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