Webinar: 2024 Telecom and Media Marketing Trends

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Mintel’s 2024 Telecom and Media Marketing Trends webinar. John Poelking, Associate Director of Tech, Media, and Telecommunications, explores how Telecom brands will recontextualize nostalgia, emphasize consumer customization, and continuously push themselves to challenge barriers to entry.

No Goliaths, Only Davids

No brand wants to be seen as the giant ruling the kingdom, so providers will work overtime to position themselves as the underdogs in a race to be the ultimate challenger. Smaller providers will continue to lower their barrier to entry as part of a never-ending war for the lowest intro price. Even larger brands will find ways to position themselves as true challengers to a system that they themselves helped to create, heightening an already competitive landscape to the point of increasingly granular nitpicks.

New to You

Older products and services are no longer outdated, as providers look to recontextualize archival content and service models to a new target audience. Nostalgia has historically been a safety blanket, but brands will step out from that blanket to position the familiar as something that can still be discovered. All of this can help brands bridge the tech chasm between providers and key consumer groups that are still learning about what new generations of tech can do for them.

Work with Me Here

In an effort to give new and current customers more control over their services, brands will lean into customizable plans that emphasize enhancing consumer experience. Plans will become easier to navigate while providers test out AI, third-party partnerships, tiered loyalty programs, and gamification to target more unique consumer groups directly and keep them engaged beyond onboarding.

These trends are the result of in-depth research and conversation among Comperemedia’s analysts to gain a comprehensive perspective on the momentum and forecast of the industry in the coming year.

Each is also supported by Mintel’s library of consumer research, global insights from Mintel Trends, and the expansive marketing activity monitored by Comperemedia.