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1、2023 Telecom and Media Marketing TrendsTo ask a question,simply type the question at any time during the presentation into the Questions box on your Go To Webinar control panel.How to submit your questionsTodays presentersJohn PoelkingResearch Manager Tech,Media,and TelecomNicole BondAssociate Direc
2、tor Marketing StrategyKaitlin CeckowskiAssociate Director Marketing IntelligenceThe Comperemedia 2023 Trends are rooted in competitive marketing intelligence,industry expertise,and shifting consumer behaviors.Comperemedias 2023 Trends are developed by a group of experts across Mintels consumer resea
3、rch and Comperemedias competitive marketing intelligence.We consider recent developments in the industry,as well as consumer-reported behavior and attitudes to forecast what will come in the year ahead.InflationHow will consumers react to impending economic uncertainty?Loyalty communicationsWhat can
4、 brands do to keep customers from looking elsewhere?Infrastructure investmentsWhere are brands investing to keep technology ahead of the curve?Cross-category partnershipsHow can new audiences be reached while remaining true to a brand identity?Key themes of 2022 drove our trends in 2023123Go With Wh
5、at You KnowSurprise MeBig Little Lifestyles2023 Telecom and Media Marketing TrendsBig Little LifestylesWith fewer opportunities for consumers to take big investment swings,brands will be highlighting the little joys they can bring to new customers day-to-day lifestyles to break through the clutter i
6、n the short term.Putting products and services into more tangible and cost-effective terms will show customers how small savings and greater convenience can make a big impact on someones life.Pricing and promotions will be put in smaller and smaller increments to showcase how these investments will
7、impact customers dailyBrands will utilize cost-conscious sub-brands to promote new deals to a new range of customersWhats happening in 2023:Communicating short-term priceSource:ComperemediaNew service packages will become available to address incremental improvements rather than providers throwing m
8、any different services at customers in traditional multi-product offersWhats happening in 2023:Repackaging familiar indulgencesSource:ComperemediaWhats falling away:Multi-product offersWhats on the rise:Building up individual servicesCheaper ad-supported streaming services are becoming a suitable al
9、ternative to ad-free ones65%of adults would watch ads to save moneyWhats happening in 2023:Ad-supported streaming risesSource:Streaming Video US,20225637363330Wait longer beforeupgrading my currenttechCancel a videostreaming servicesubscriptionBuy fewer tech devices Switch to a cheapermobile phone p
10、lanCancel a TVsubscription%Actions to address household budget cutsCustomers arent likely to take big swings during economic uncertainty and see cancelling services as a potential way to cut back on indulgences.Why marketers should care:Consumers looking to cut back“Which of the following would you
11、be likely to do if you needed to make cuts to your household budget?”Base:2,000 internet users aged 18+Source:Digital Trends:Consumer Canada,2022Consumers are seeking out short-term value from their service providers,and inflation fears can lead to more potential switching.Still,low-risk improvement
12、s can create a big opportunity to attract customers.CHURN FROM INFLATION18%have switched to a lower-cost mobile service because of inflationAN ARRAY OF OPTIONS75%of Canadians say its important for internet providers to offer a value-based optionFILLING IN FOR BUDGET CUTS60%are looking to cut enterta
13、inment budgets due to rising costsWhy marketers should care:No risk,some rewardSource:Home ISPs&Bundles Services Canada,2022;Tech Trends:2023 US,2023;Streaming Video US,202229%of adults use a FAST,but that share will grow significantly over 2023 as their presence becomes inevitableRoku users streame
14、d 87.4B hours of content in 2022(19%Y/Y increase)How marketing will evolve:FASTs will become more crucialSource:Streaming Video US,2022;CNETThe benefits of new services will be put in practical real world terms to help people feel like they can thrive in survival modeHow marketing will evolve:Daily
15、impact messagingSource:ComperemediaAs claim messaging becomes more instrumental,providers will get more bold with directly targeting messages from specific competitors.How marketing will evolve:Poking holes in all claimsSource:Mintel/PathmaticsGo With What You KnowTelecom brands will need to demonst
16、rate their long-term value by focusing on their core products while starting to step away from multi-product promotions.Improving networks and customer service will be key to showcasing how brands will continue to invest in what matters beyond any economic uncertainty.Locking prices for extended per
17、iods can offer customers a sense of more long-term ease amidst many other price hikesAlleviating long-term stress will be key Verizon promoted 10-year price guarantee during the holiday windowWhats happening in 2023:Long-term price guaranteesSource:Comperemedia DirectShowcasing tangible network impr
18、ovements and expansions can help brands communicate long-term investmentsServices will be positioned in ways to help people ride the waves of uncertaintyWhats happening in 2023:Network improvementsSource:Comperemedia Direct;ePerformance/eDataSourceProviders have been rapidly expanding coverage to mi
19、llions of customers nationwideBrands will look to more substantial claims in 2023 to differentiate their 5G-related offerings and prove the value of their products and network capabilitiesWhats happening in 2023:Communicating better 5GCustomers are looking for stability in an unstable world,and cons
20、istent connections can help people feel that sense of security.SPEED AND RELIABILITY66%of Canadian adults with home internet dont care how they get their internet as long as its fast and reliableSTANDARDIZATION OF 5G80%of US adults have a 5G plan,but only 36%say they have a reliable 5G connection ev
21、erywhere they goBRAND OPTIONS52%of Canadian adults with home internet said they have a lot of options for high speed internet in their areaWhy marketers should care:Ongoing support promotes securitySource:Smartphones&Wearable Tech US,2022;Home ISPs&Bundled Services Canada,2022Specific technological
22、goals will stand out from vague messages,while investments in new areas can keep customers looking aheadHow marketing will evolve:Measurable improvementsSource:ePerformance/eDataSourceInvestment in the technology has only increased,meaning brands will look to make their mark in expanding territories
23、AT&T Fibers DM presence grew 44%from Q3 2021 to Q3 2022How marketing will evolve:Fiber will stand in the spotlightSource:Compermedia64%of people prefer ads that promote local deals to national ones.Community will be key to sell a long-term commitment,especially when it comes to investments in new te
24、chnology.How marketing will evolve:Local messages drive investmentsSource:Comperemedia;ePerformance/eDataSource;Digital Advertising US,2022Surprise MeThe perks landscape will evolve to bring cross-category products and experiences to customer communities craving something catered to their tastes.Unp
25、redictable benefits can also jolt idle customers into trying something completely off their radar,making them feel valued in unexpected ways.Adding depth to traditional services through entertainment partnerships can help brands create unique savings opportunitiesPlatforms that bring together multip
26、le services cut down pain points of navigating between streamersWhats happening in 2023:Unexpected streaming perks Source:Company websitesPartnerships reinvigorate a brands role in a customers eyes without completely reinventing the brands voiceNetflix has been extending its product offering to brin
27、g in new experiences with familiar names(Nike Fitness Club,SAG Awards,third party games)Whats happening in 2023:Unique cross-category partnerships Source:NetflixUnique perks serve audiences in two key ways:1.Making underserved consumer groups feel valued2.Introduce less-active customers who need a s
28、park of curiosity to keep them engagedWhats happening in 2023:Serving underserved audiences Source:ePerformance/eDataSourceLoyalty communications need to give people a reason to stay in a time when they have plenty of reasons to leave.Surprising perks position brands like welcomed partners rather th
29、an just delivery systems.EXPLORING UNFAMILIAR TECH51%of US adults will try new technology because its convenient;46%out of curiosityPERKS ARE UNSATISFACTORY33%of Canadians are satisfied with their home internets perks and rewardsCREATING STREAMING PACKAGES38%of Canadians want a streaming video bundl
30、eWhy marketers should care:Becoming a source of inspirationSource:Home ISPs&Bundled Services Canada,2022;Early Adopters&Emerging Consumer Technology US,2022;Attitudes towards Tech:Gen Z vs Millennials Canada,2022Brands will aim to deliver the unexpected while still making rewards reveals fun for the
31、 customer.Parents with young kids are watching things together,making them an ideal group to create fun surprises that they can share together.How marketing will evolve:Randomizing rewardsSource:ComperemediaT-Mobile Wi-Fi for SkyMilesmembers shows how network benefits can go outside of pure entertai
32、nmentHow marketing will evolve:Enhance experience off platformSource:Mintel social media monitoringLive broadcasts are increasingly more fragmented,but brands will take more ownership over what they have to position these investments as winsHow marketing will evolve:Establishing coverage identitiesS
33、ource:ePerformance/eDataSourceWhat else can we look forward to in 2023?Holding onPeople will switch if the deal is right,but switching is difficult and customers will hold onto technology and services longer if they are incentivized to do so.EcosystemsThere are greater pushes to standardize how prod
34、ucts interact with each other which will influence how products are packaged together.A novel ideaExperimentation with how entertainment and services are delivered will be more common as novel promotions have turned into legitimate opportunities.Key considerations for 2023To ask a question,simply type the question at any time during the presentation into the Questions box on your Go To Webinar control panel.How to submit your questionsQuestions?