Industry marketing
Telecom marketing
Consumers are more connected than ever before, with twenty-five connected devices in the average US household.1 As customers look for services to support their needs, learn how Amazon Ads can help them discover your brand.
The telecom industry today
As remote work continues to expand, so do customers’ connectivity needs.2 They’re looking for more entertainment options as they spend more time at home watching their favorite shows, playing their favorite games, and making important calls.3 Many are also upgrading their services to meet their needs: of the two-thirds of households that have smart devices, 39% paid to increase their internet speed.4 As consumer behaviors evolve, brands providing these essential services have an opportunity to reach new customers, creating campaigns that can help drive awareness and consideration while also building trust.
Telecom marketing trends
Streaming is an important consideration for telecom customers. 83% of Amazon shoppers are streamers, and they’re 125% more likely to switch internet service providers.5
Subscriptions to virtual multichannel video programming distributors – vMVPDs – are growing, and are expected to reach 15M households in 2022.6
vMVPD customers aren’t brand loyal; they use a total of 4.5 services on average, and the majority have used their current providers for less than a year.7
Challenges facing the telecom industry
Navigating 5G
5G has arrived, and brands may need to educate consumers about the technology and its benefits to drive adoption and prevent marketplace confusion.
Customer retention
vMVPD customers consider an average of 2.5 services before signing up, with 95% enrolling in a free trial before committing.8 With more options available than ever before, brands may want to consider new ways to help drive loyalty after trial periods end.
Connectivity matters
Connectivity issues present challenges for both subscribers and businesses. As working from home continues, 35% of US workers say they don’t have internet fast enough to handle tasks like video calls.9
Insights for telecom marketers
30% of vMVPD customers who shop in Amazon’s store visit daily.10
65% of vMVPD customers would be open to switching to a standard cable or satellite service.11
Amazon shoppers are 40% more likely than the average adult to play video games.12
60% of college students say they spend more time on Amazon than other online sources when looking to purchase a smartphone. 95% say the service plan is important to their decision.13
Telecom marketing solutions
Reach relevant audiences across wireless and cable and drive brand awareness with ad products such as Streaming TV ads, audio ads, and Amazon DSP with a focus on ads off Amazon or ads with link-out creative to your brand site.
Use Amazon shopping insights on Amazon Marketing cloud to reach new relevant audiences, on and off Amazon, across desktop and mobile devices. Use Amazon first-party insights to accurately measure your advertising’s impact on how consumers discover, research, and purchase services across various touch points. Consider remarketing opportunities that help drive audiences to conversion and encourage brand loyalty.
Amazon’s Custom Advertising team can help your brand stand out to customers by creating campaigns around upcoming promotions, device launches, and bundled deals. The Custom Advertising team team helps brands bring their stories to life with memorable experiences that can surprise and delight customers.
Provide telecom audiences with an easy way to take the next step with your brand through audio, video and interactive ad offerings on Amazon.
Sources:
1 Deloitte, “How the pandemic has stress-tested the crowded digital home,” 2021.
2 Deloitte, “How the pandemic has stress-tested the crowded digital home,” 2021.
3 GlobalWebIndex, “Coronavirus Research: Multi-Market Research Wave 4,” June 2, 2020, A16-64, US.
4 Deloitte, “How the pandemic has stress-tested the crowded digital home,” 2021.
5 Kantar and Amazon Advertising TV viewers study August 2020. Amazon internal, 2020.
6 eMarketer, Sep 2021, US. vMVPD households are those with a subscription to internet-delivered, live TV services such as Hulu + Live TV, Sling TV and YouTube TV.
7 Kantar and Amazon Advertising Telco study May 2021
8 Kantar and Amazon Advertising Telco study May 2021.
9 Stanford University, July 2020
10-11 Kantar and Amazon Advertising Telco study May 2021.
12 GFK MRI Cord Evolution, 2020, US adults 18+. Global Consumer Survey, US, Statista 4/2020.
13 Fall GfK MRI, 2020. Amazon customer shopper survey, July 2020.