Comperemedia Announces 2022 Telecommunications & Media Marketing Trends
Comperemedia has today (March 11, 2022) announced three telecommunications and media marketing trends that are set to impact companies, brands, and marketers in 2022 and beyond.
“The 2022 Telecommunications and Media Marketing Trends are an extension of Comperemedia’s 2022 Omnichannel Marketing Trends, tailored specifically for the telecom and media industries and their respective marketing strategies. The trends are rooted in competitive marketing intelligence, consumer behavior, and industry expertise, and offer a comprehensive look at the momentum and forecast of the telecom and media industries over the next year,” said John Poelking, Senior Research Analyst, Telecommunications, Media and Technology, Comperemedia.
Consumers will demand control via stability, simplified choices, and fresh entertainment experiences. Brands will meet this demand through evolving their own internal ecosystems to become more full service and create new value propositions to consumers. Products and services will bulk up the offerings on their core platforms to keep people directly engaged with the brand over a longer period of time.
“The competition for entertainment services has never been fiercer, with 2020 and 2021 proving to be particularly prolific years for the emergence of new services. Many adults want to keep adding to their media libraries as they look to get as much bang for their buck as possible. However, decision fatigue and high costs may contribute to dwindling subscriptions and options over time,” stated Poelking. “Telecom and media ecosystems will need to continuously grow their product offerings in order to amplify their non-price-related value over the long term, and justify those rising fees as they fight off a larger sea of competitors offering similar features.“
Brands as a Life Coach
As many consumers experience significant life changes and upheavals, they are looking to brands for support and education. Due to these changes, brands will see themselves as a resource now more than ever before and will position themselves as a consultant to help consumers as they make these important life decisions. Telecom and media brands will look for new ways to guide consumers toward the best service for them by offering tangible tools, transparency, and teachable moments.
“Brands will embrace this trend by teaching individuals how they can find the best service by helping them navigate an increasingly complicated telecom and media landscape. Effective marketing will stress flexibility in areas like pricing options and contract terms to provide users more opportunities to invest in new services,” continued Poelking. “While consumers expect to always step in to set life stages (eg marriage, homeownership), the context surrounding those stages has changed. Brands will create products and messaging to help guide people through all that life throws at them.”
Beyond the Screen as We Know It
We will see brands invest in campaigns and products that go beyond the screen and bring their product and engagements to new atmospheres. Real-life engagements will be seen as more novel and coveted, thus brands will create experiences that take consumers offline, while also testing new digital platforms, like the metaverse. Fan engagement will grow outside of core products and services, as brands find new experiences and revenue streams to extend the reach of their brand identity.
“In-person experiences can reinvigorate excitement about technology that people may be cautious about. Solving problems with technology in the real world is essential to widespread adoption. One of the most popular ways to create this kind of event is through a roadshow where technology can be tested in a few different locations to signal reliability and extent of coverage. Promotions for these roadshows were heavily driven by influencers and owned social campaigns, and similar in-person events will generate buzz in-person and online,” concluded Poelking.
Comperemedia’s 2022 Telecommunications & Media Marketing Trends thought piece is available for free download here. Clients can access the full content by logging in. Interviews with John Poelking, Senior Research Analyst, Telecommunications, Media and Technology, are available on request from the Comperemedia press office.