Let’s talk telecom. Amazon Ads understands that switch happens. That’s why they help telecoms understand the key motivating factors that encourage customers to switch—and how to convert them. Read more here.
Telecom marketers, saddle up—it’s switching season. According to research from Amazon Ads and Kantar, telecom customers aren't leaving providers on a whim. They move in waves that we can now better anticipate. Holidays, contract expirations, macro factors, and cultural events like major sporting moments all trigger turnover. If you want to engage them, retain them, 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 message at the right time, telecom 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 DSP can put telecom 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 providing value for 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: cultural and macro. Cultural moments follow a calendar like holidays, new shows or technology launches, and shopping events like Prime Day are classic triggers. Customers want reliable service before these big events, and they’ll shop around to find it.
Then, there are macro factors, like contract expirations or shifts in household priorities, that can also spark switching. Telecom marketers that prepare timely offers and loyalty incentives at these moments are best positioned to win the switch.
Why they switch
Knowing when is only half the equation. The other half is why they finally decide to switch. Amazon Ads and Kantar 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 macro 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 likely to consider switching.
Amazon Ads helps telecom brands reach customers across cultural moments and macro shifts with relevant, timely campaigns on the streaming services they already watch. The next level is loyalty—transforming switchers into actively loyal influencers.
Inspiring bundles, inspiring loyalty
Winning a switcher is just step one. Turning them into a loyal advocate is the real prize telecom 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 where Amazon Ads can help. By using their multi-touch approach to reach audiences 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 telecom marketers looking to guide prospective customers all the way through the marketing funnel. Amazon Ads is a no-brainer partner for telecom marketers. Using Amazon's unique signals and insights, Amazon Ads can help you connect with potential customers at every stage of the journey—from considering a switch to becoming loyal, long-term users. Learn more about how Amazon Ads can help your telecom brand be the last switch customers make.