With the rise of OTT and cord-cutting, the cable and connectivity industry has been forced to adapt its offerings. Fortunately, cable and Internet providers are no strangers to evolution.
As cable marketers, you’ve already had to navigate the rapid shift to mobile by transitioning from pure-cord cable service to WiFi offerings. And continuing to build these muscles is even more crucial as you adjust to heightened consumer expectations in 2020.
Amid stay-at-home measures, people are relying on technology more than ever as they work, study and relax at home. According to eMarketer, the average U.S. adult is spending 23 additional minutes a day on their smartphone in 2020. People also are leveling up their internet services. Eighty-six percent of U.S. states boosted their internet speed during the pandemic, with the average internet speed increasing from 84.9Mbps to 94.6Mbps.
Consumer behavior is evolving every day, but one thing is certain amidst so much change: Cable and Internet providers have a responsibility to keep people connected and entertained. To do that, it’s crucial to reimagine a new type of marketing strategy—one that looks ahead.
Here are three ways to future-proof your marketing plan.
1. Measure actions across the complete customer journey
Part of marketing for the future is anticipating your customers’ changing needs. Instead of relying solely on customer surveys, you can try measuring how people are interacting digitally with your brand. Gaining insight into their preferences and decisions can help you figure out how to reduce friction along the customer journey and secure more conversions.
Start by reviewing the data signals at every stage in the funnel: from the sales call to the conversion type and kind of package purchased. Using privacy-safe direct integrations will allow you to leverage richer data points along the consumer journey that you can’t get from browsers alone.
As you review, consider a handful of different measurements—including net promoter scores, customer effort scores, bounce rates, page-load times and multi-touch attribution—to find out where people are either dropping off or going deeper. Mapping out the full customer journey will give you a better idea of where to focus your digital marketing efforts.
2. Personalize ads without sacrificing privacy
Marketing tactics of the future should prioritize both personalization and privacy. Consumers want relevant, customized online experiences, but they also want to know their data is protected.
Fortunately, you can respect data and privacy regulations that help protect your customers, while still giving them a personalized ad experience. And integrations can help you do that.
Direct integrations—whether it’s through a direct API or via third-party partners—allow you to send even more rich data points than are available via pixels. By leveraging call center and in-store data to find the right customer, you can tailor the experience to their preferences. This approach can help you future-proof your strategy against ongoing browser and regulatory changes.
3. Meet customers where they are
Meeting people where they are is one of the most effective ways to build brand awareness. In a world where offline and in-person service is becoming increasingly difficult to find, meeting customers where they are means adopting a mobile-first mindset. After all, 56% of customer research today is done on a mobile phone, according to Facebook internal data.
“Cable marketers must continue to keep a rigorous focus on building their online experiences and digital media for mobile consumption,” said Kealan Cormican, a product marketing manager of mobile and connectivity at Facebook.
That includes creating mobile-first video and ads, as well as offering people new experiences via mobile. Think: scheduling device delivery on your phone, reading set-top box self-install instructions or integrating cable with your favorite apps.
Reimagining the customer experience
Big events—like the 2008 recession or the current pandemic—force change. The most successful companies are the ones that can innovate, adapt and learn in the face of difficulty. To stay relevant, it’s important to make sure your customers have a seamless experience with your product and with your service.
As the cable and connectivity landscape evolves and new advertising solutions emerge, approaching your marketing plan with both curiosity and flexibility can set you up for long-term success—no matter what comes your way.
