Let’s talk telco. Amazon Ads understands that switch happens. That’s why they help telcos understand the key motivating factors that encourage customers to switch—and how to convert them. Read more here.
Telco marketers, saddle up—it’s switching season. Customers aren’t leaving providers on a whim. They move in waves that we can now better anticipate. Holidays, contract expirations, economic stress, and cultural events like major sporting moments all trigger turnover. If you want to rope them in, keep them engaged, and earn their loyalty, you’ll need good timing and the right message in the right place.
Your trusty copilot in this endeavor is Amazon Ads. With unreal reach across Prime Video, MGM Studios, Fire TV, Twitch, Amazon Music, Alexa, Amazon.com, and third-party supply, Amazon Ads helps wireless, cable, satellite, and broadband providers connect with customers at the exact moment they’re considering a switch. By offering the right incentives at the right time, telco brands can convert customers who’ve just started thinking about switching—and turn them into loyal advocates.
Let’s take it from the top.
Reach unlike anywhere else
It’s no secret Amazon is unique in its global reach. From streaming to shopping to smart devices, the Amazon portfolio covers nearly every moment when customers are entertained, informed, or looking for a better deal. And Amazon Ads DSP can put telco brands in front of them across all of it.
But it’s not just about reach. It’s also about decisions. Around 1 in 3 customers actively consider a switch, and nearly half of recent switchers purchase connectivity services on Amazon. That means showing up here isn’t just brand awareness; it’s influencing customers right at the moment of choice.
Timing is everything
When a customer is actively considering switching, it means they may change service providers within the next six months. There are two primary influences that push consumers toward this consideration: cultural and economic.
Cultural moments follow a calendar. Holidays, new show/technology launches, and shopping events like Prime Day are classic switching triggers. Customers want reliable service before these big events, and they’ll shop around to find it. Amazon Ads has insights on when these customers shop for, say, a new phone and allows telcos to swoop in at just the right moment to win them over. Economic triggers are harder to predict. Inflation is the number one reason for switching, followed by contract expirations and financial stress. You can’t forecast downturns, but you can prepare sharper offers and loyalty incentives when pressure rises.
The hook that brings them in
Knowing when is only half the equation. The other half is why they finally decide to switch. Amazon Ads found customers cite faster speeds, higher reliability, and 5G as their top reasons.
When looking back at some of the cultural moments that encourage people to switch, the importance of reliability and quality makes sense. People want faster, reliable internet to make sure they don’t miss out on a big moment during the game or lose out on a customer.
As for the economically driven moments, the question of “What am I even paying for?” factors in. If another service provider offers a better monthly rate and more reliable internet, consumers are likelier to consider switching.
Amazon Ads helps providers meet cultural and economic needs with personalized, timely campaigns that speak directly to what customers actually want on the streaming services they already watch. Where they can take it to the next level is in driving loyalty. Loyalty and retention are the difference between switching multiple times and entering the ideal tier: actively loyal-influencer.
Inspiring bundles, inspiring loyalty
Winning a switcher is just step one. Turning them into a loyal advocate is the real prize telco marketers should focus on. Encouraging existing customers to bundle additional services to achieve price savings increases their perceptions of value, turning them from passively retained (and at risk of considering switching) to consumers who are actively loyal and potential influencers because they genuinely appreciate the value.
This creates two major benefits: Not only do you retain a customer who increases their spend by bundling, but you also now have a customer who may actively persuade others to choose your service and offerings. This is the goal Amazon Ads sets with their telco clients. By using their sophisticated multi-touch approach to targeting at key moments, you can convert and retain customers looking to make the switch more effectively.
Here’s what it boils down to: Amazon Ads is the one-stop shop for telco marketers. They have an unparalleled pool of customers who are leaning toward making a switch and are there to purchase connectivity services. They understand which times of year people are most likely to switch and the external factors pushing them to consider it. From there, it’s a matter of keeping that customer happy and engaged with the right deals. Learn more about how Amazon Ads can help your telco brand be the last switch customers make.