|
|
Submitted by Mike Grenville on Wed, 25 Jun 2008 11:50 |
While personalisation and price are key to developing successful marketing offers, a survey by Pontis finds that legacy systems still pose a major barrier for marketers at mobile operators.
A survey amongst marketing managers at mobile operators highlights the problems marketers face in using customer data, particularly real time usage data, to create and deliver compelling marketing offers and promotions.
The survey commissioned by Pontis and carried out in June 2008 with 50 marketeers in 35 mobile operators discovered that 47% of respondents judged technological challenges in accessing data held on different and non-interoperable platforms to be the biggest barrier to delivering personalised communications, with organisational structure and processes in second place with 29% and just 9% of respondents highlighting lack of resources as the issue.
Personalisation and Price
According to the survey results, the majority of marketers believe personalisation and price are the key ingredients for a successful marketing promotion. 34% of all respondents consider personalisation to be the most important aspect of developing a successful marketing offer or promotion with pricing in second place at 23% followed by communication and then timing with 21% and 17% respectively.
However the difficulty marketing staff are facing in creating such personalised communications according to the survey is due to the problems in accessing subscriber’s usage history, real time behaviour and response to previous offers - just 18% consider this to be easy whilst 82% find it problematic. This poses a particular difficulty in marketing bundled services like triple and quadruple play offerings where 44% of respondents consider it extremely difficult to get access to the relevant customer data.
Overcome Barriers
According to Guy Talmi marketing director at Pontis, “The survey graphically highlights what our customers have been telling us for some time about the difficulties they encounter in accessing customer data and usage history to help them deliver well targeted marketing offers.â€
He adds, “It’s hardly surprising that marketers have struggled to market new mobile services effectively in the absence of such vital data. The good news of course is that there are now solutions available like our own, which automate this process and help marketers to determine the optimal proposition, price, communication’s channel and timing to give the maximum chance of success and help to overcome the technological and organisational barriers that have traditionally hampered the marketing of mobile services.â€
"Simple things such as modifying a product offer are hard for an operator to do" he said" such as buy one get one free. "Marketing wise, this is nothing new "said Tami. But doing it in telecoms is."
|
