Telecom Marketing has evolved significantly over the last decade. From transmitting look-alike offers to a large subscriber base to building custom plans based on behavioural segmentation, Campaign Management has come a long way.
Today, technologies such as Big Data, AI-ML and others are enabling Marketers to design and drive customer-centric campaigns for definite outcomes – increasing ARPU and reducing churn. Products, offers and rewards are being tailored based on deep insights sourced from Big Data analytics. Customer profiling has led to data-driven targeting as opposed to the one based on gut-feeling.
How did the scene evolve? How are new-age solutions empowering better management of CLV? Let’s start from where it all began.
Evolution of Marketing Philosophy in Telecom
In its formative years, marketing campaigns were all about sending the same offers to a large subscriber base. This resulted in poor acceptance/uptake. Gradually, a consensus was built around analytics and segmentation based on customer behaviour. With its evolution, campaigns today are being driven on Contextual Marketing principles, where N=1 has taken the centre stage.
New-age solutions vs Conventional tools
Telecom Marketing is reimagining itself with the help of technology and Data Science. New-age software solutions are allowing marketers to effectively plan and manage multi-stage campaigns. Multi-channel communication is also made possible based on “Triggers”.
On the contrary, the aura of conventional solutions is slowly fading. They either use obsolete technologies or offer features which are not dynamic and real.
Let’s compare.
| Conventional tools | New-age solutions |
| Lack of key variables for subscriber profiling | Enriched variables with 360-degree data integration |
| Segmentation based on historical variables | Based on real-time behavioural variables |
| Inability to capture usage and behaviour trends | Holistic management of customer journeys |
| Scope of analytics is limited | Analytics is integral to the solution |
| Carpet Bombing | Segment of one (N=1) |
The need to study the behaviour of each customer
Digitization has led to a dynamic shift in the way customer behaves and responds to the market. The digital-age customer believes in making smart decisions and ready to experiment, provided, the service provider is aware of his/her needs and preferences. The expectation is to be treated exclusively and contextually.
How are Telcos responding to this new wave of customer expectations?
- By investing in customer-centric technologies and tools
- Using Data Science for deep customer insights
- Using an omnichannel approach and personalizing communication (be where the subscriber is)
How Contextual Marketing solution is empowering CLM
Contextual Marketing is poised to be the “next change” in Customer Lifecycle Management across the globe. Leaving behind mass marketing philosophies, the world is heading towards a customer-centric approach where context will be the primary basis for designing campaigns.
The primary goal of any CLM team is to increase ARPU, reduce churn and ensure a great CX. To fulfil these goals and more, a comprehensive Contextual Marketing solution is the need of the hour.
Benefits of AI-ML enabled Contextual Marketing
- Improved acceptance/uptake rates
- 360-degree view of each subscriber
- Increase cross-sell and up-sell through relevant offers
- Holistic management of customer journeys
Ready to transform the Campaign Management practice at your Telco? Using AI-ML techniques, the Multi-Channel Marketing Hub suite of products from Pelatro offers cutting edge solutions for global telecom companies. To know more about how Pelatro’s solutions can boost campaign management efforts in your organisation, visit pelatro.com/products
To request a demo/discussion, email hello@pelatro.com
