Telecommunications and Technology Brands are Missing Important Local Marketing Opportunities

The State of Local Marketing in Telecommunications and Technology Report examines investment and knowledge in local marketing, corporate and dealer commitment, and the quality and relevance of brand-provided content and support.

Telecom dealers are, on average, less mature than local partners in other industries due mostly to lower marketing spend by partners at the local level. One striking difference between telecom dealers and other local businesses is a preference for traditional mass marketing as opposed to more personalized approaches. This lower level of marketing maturity is largely driven by three factors:
  • Lack of personalization in favor of more generic messaging
  • Insufficient use of digital tactics, despite rating them as highly effective
  • Not investing enough of their own money on local marketing
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  • Understanding the role of mobile ad exchanges
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