Effective Marketing Strategies for Telecoms
A marketing strategy can make or break your telecoms business, discuss how to develop the best marketing strategy for your organization.
Description
Developing a marketing strategy that enables telecoms organizations to build a long-term relationship with their customers is essential if service providers are to succeed in this rapidly evolving industry. As the telecoms industry expands into adjacent sectors, new brands crowd into the industry to the detriment of telecoms brands and customers become increasingly demanding, service providers’ marketing strategies are often out of date and fail to deliver customers’ expectations. Moreover, many generic marketing strategies do not translate well into telecoms: some organizations find it difficult to maintain the balance between undertaking short-term marketing activities that enable tactical objectives to be achieved and developing and implementing a long-term approach that puts customers at the heart of the organization and builds sustainable competitive advantage for the organization and its stakeholders.
This practical, hands-on course offers the latest insights and uses a realistic case study exercise to put into practice the strategies and techniques to enable telecoms marketing professionals to develop a holistic and relevant marketing strategy that focuses on meeting the complex and fast-changing expectations of retail and wholesale customers. In addition to a thorough review of the role and purpose of the marketing strategy and how it links to the overall corporate strategy in the telecoms industry, the program provides an in-depth look at customers’ expectations and loyalty drivers and the implications for the marketing strategy of a telecoms organization. It also explores specific requirements in the areas of upstream and downstream partnership management and includes scenario planning techniques to enable participants to identify strategic risks and test the robustness of their proposed strategy against several potential risk scenarios.
Who Should Attend?
This program has been designed to enable mid-to-senior managers, future managers, and specialists in telecommunications and related industries to develop and implement long-term marketing strategies to deliver future business value to organizations and their stakeholders. Managers from all business functions will benefit from in-depth exposure to the strategic marketing imperatives of the entire telecommunications organization. If you have previously completed a Telecoms Mini MBA this course is ideal for developing your strategic marketing skills further.
- Senior Managers
- Technical Directors
- Marketing and Business Development Managers
- Marketing Executives
- Department Heads
- Strategy Managers
- IT Managers
- Pricing Directors
- Senior Sales Staff
Benefits For Delegates
Benefits For Delegates:
- Describe the purpose and content of corporate and marketing strategy in the telecoms sector
- Analyse weaknesses of current telecoms marketing strategies
- Define strategic ‘markets’ and ‘customers’ in new ways
- Articulate a market-oriented marketing positioning statement and related marketing strategy
- Use the right media channel to find your audience.
- Use Search Engine Optimization (SEO) techniques to make your website visible to more people.
- Generate and manage online marketing campaigns
- Successfully develop directed PPC (Pay Per Click) and mobile marketing campaigns
- Assess the strategic assets, resources, and competencies required to address strategic customers’ expectations, including key upstream and downstream partnership requirements
Benefits For The Organisation
Benefits for the organization:
- Articulate a market-oriented corporate strategy
- Analyse weaknesses of current telecoms marketing strategies
- Establish quantitative and qualitative strategic marketing objectives that are relevant to the changing dynamics of the telecoms sector
- Develop a strategy to deliver customer satisfaction in relation to specific customer expectations at different points during the lifecycle using the evolved strategic marketing mix
- Outline an implementation plan for a marketing strategy that addresses internal silo challenges
- Use scenario planning as a tool for managing the risks associated with telecoms marketing strategies
Course Outline
Module 1: THE STRATEGY DEVELOPMENT PROCESS
- Telecoms corporate strategy development and strategic positioning options
- Strategic challenges for telecoms organizations
- Overview of marketing strategy components
- Linking marketing strategy to corporate strategy: the market-oriented, customer-centric organization
Module 2: DEVELOPING STRATEGIC MARKETING OBJECTIVES
- Marketing positioning options and statement
- Competitive positioning options
- Quantitative and qualitative measurement of strategic marketing objectives
- Critical assessment of telecoms marketing positioning statements
Module 3: DEVELOPING A SUSTAINABLE CUSTOMER STRATEGY
- Definition of strategic ‘customers’ and ‘markets’
- Customer Experience Management (CEM):
- Maximising the lifetime value and profitability of strategic customers
- Customer lifecycles and churn
- Customer Journey Mapping
- Customer satisfaction and loyalty drivers
- Customer Value Management (CVM)
- Customer Analysis
- Identifying Angels and Demons
- Influencing Customer Value
- Partner Relationship Management
- The strategic marketing mix
- Organisational implications of a customer-centric marketing strategy
Module 4: Introduction to Digital Marketing
- Principles of Digital Marketing
- Developing Marketing Objectives
- Digital Research
- Marketing Campaign Management
- Connecting with the Customer
Module 5: Digital Marketing in Telco
- Improving Customer Reach by using Digital Chanel Engagement
- Leveraging Digital Marketing Strategies for telco
- Using Digital Marketing to drive Personalisation, Value and Profits
- Social and customer experience
- Using Data to develop your Marketing Strategies
Module 6: Digital Marketing Strategy
- Digital Strategy Fundamentals
- Setting Strategy Objectives and KPIs
- Digital Strategy Research
- Developing a Creative Strategy
- Executing a Digital Marketing Strategy
- Communicating a Digital Marketing Strategy
- Becoming a Strategic Thinker
Module 7: Prospect and Customer Management
- Knowledge of Inbound Lead Generation Tools
- Automated Inbound Lead Management
- Prospect Management
- Proposal Processing
- Configure-Price-Quote (CPQ) Automation
- Conversion Rate Optimisation
- Digital Customer Onboarding
Module 8: Marketing Analytics and Tracking
- Predictive Analytics
- Customer Churn
- Predictive Demand Generation
- Analytics-Driven Sales Forecasting
- Analytics and visualization Tools and their Role
- Sales Forecasting tools
- Sales Tracking
- Social Media Analytics
- Data-Driven Decision Making
Module 9: SELECTING AND MANAGING SUCCESSFUL MARKETING STRATEGIES
- The role of upstream and downstream marketing partners and their contribution to customer satisfaction and loyalty
- Social Selling
- Content Optimization through Pay Per Click (PPC) SEO
- Multichannel Campaign Automation
- Marketing Automation Systems
- Online Target Based Advertising
- Micro Targeting
- Partnerships and the strategic marketing mix
- Partnership revenue models
Module 10: FUTURE-PROOFING THE MARKETING STRATEGY
- Risk management techniques
- Scenario planning outline and exercise
Module 11: Case Study / Business Simulation and Presentations
The Business Simulation runs throughout the week – acting to tie each of the modules into the bigger picture practically and interactively. As we deal with each major aspect of business it allows you to test your ideas and understanding in a simulated environment, maximizing the learning opportunity, whilst developing a much more complete picture of the high tech and digital environment.
Working competitively in teams, you are asked to develop a business plan to run a business in a challenging market environment - presenting your plans to an investment panel on day 5 to win funding. All the major aspects of the business need to be considered and developed within the simulation, including:
- Marketing positioning statement
- Sources of sustainable competitive advantage
- Quantitative and qualitative strategic marketing objectives
- Target strategic customers, loyalty drivers, lifecycle management, and strategic marketing mix
- Upstream and downstream strategic resource requirements
- Internal alignment
- Implementation outline
- Risk identification and management
The Business Simulation provides an extremely effective environment in which to build your understanding of your customers, your organization, your people, and your place in the competitive landscape. Expert reviews, feedback, and discussions ensure maximum learning value is achieved.