Targeted multichannel marketing campaign in Telecommunications

Abstract

As mass media is overwhelmed with promotional content, regardless of campaign budget and media channels used, mass communication with customers brings less effective sales results than direct marketing. This study is made to present the effects of multichannel campaign throughout integrated direct communication with customers. Since new tariff plan campaign needed to be promoted, integration of several different direct communication channels is performed in order to reach target customer groups. Customer base was segmented by usage of tariff plans as well as by amount spent monthly within different tariff groups. Therefore, customer base was divided into groups that differed by usage characteristics. Marketing campaign was implemented throughout following direct communication channels: SMS with web link, web opinion poll form, call center and sales points. Customers received SMS with information about new campaign offer predefined for their usage level, with call to action by clicking on web link in SMS. When transferred to web form, customer were informed about special offer details and could leave their contact information in order to receive a call from call center and get even more information or activate new special offer. Form inputs were listed in file forms and transferred to a call center. Each customer was contacted and after offer acceptance, purchase ID was opened in sales application. When contract is signed on actual sale point, sales ID used in marketing campaign were matched with contract and marketing campaign effects were counted. 682 734 SMS were sent and 881 customers replied to a web form and left their contact information. After contacted from a call center, 315 customers signed a long term contracts, which represents 35.75% of contacted customer base or 0.046% of target customer base. Since customers who did not have long term contracts were targeted, and they were offered to accept a higher value offer for next 24 months, this percentage is found significant.