Una ricerca svolta in Nord America e in EMEA dimostra come le aziende di telecomunicazioni debbano concentrasi sulla customer experience e sui big data.

Telecom companies must focus on data and the customer experience, according to the annual Econsultancy/Adobe Digital Trends briefing report.

Research shows that telecom marketers are twice as likely as other companies (19% vs. 10%) to view big data as an exciting opportunity for the next 12 months.

According to the report, customer experience emerged as the foremost opportunity across all sectors (20%), but telecom companies don’t seem to give it the same level of importance (15%).

The second thing telecom companies should focus on is investment in digital, especially in content and display.

The research shows that Telecom companies dedicate almost half (46%) of their marketing budgets to digital channels, which is significantly higher than the average of 38% across all other sectors.

Looking at where that money will be spent in the next 12 months, two-thirds of respondents (66%) said they plan to increase investment in content marketing.

Here are some other key takeaways from the report:

• Technology is a major stumbling block
• Only half of telecom respondents feel they have the marketing technology that they need to succeed, which is a major problem for an industry that sees big data as a key opportunity
• While they are more than twice as likely as their peers in other sectors to report this (50% versus 24%), it’s still a worryingly low proportion
• Data, customer experience, and mobile emerge as the foremost opportunities
• Customer experience (15%) and mobile (14%) are close contenders for the top spot
• Digital marketing is a strategic priority for the telecom sector, with an average of 46% of total marketing budgets being assigned to digital
• The vast majority of telecom companies (73%) say their marketing activities are integrated to some extent, with only 5% saying that there’s very little or no integration.
• Two in five (44%) say the ability to utilize technology to its full extent is a key challenge, while another 31% see it as an issue.
• Despite a large investment in mobile, almost a third (30%) of companies operate with mobile marketing as a separate team.

The report explored how companies operating in the telecom sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies.

The research is based on a global survey of more than 200 telecom executives based mainly in North America and EMEA (Europe, Middle East and Africa).

Source: http://loyalty360.org/resources/article/telecom-companies-need-to-focus-on-data-and-the-customer-experience#sthash.Ac35qrjH.dpuf