Insights to help Service Providers Better Leverage First-Party Data
Telecom service providers have historically been at the cutting edge of direct database marketing practices, leveraging their deep first-party data to finely target their acquisition, upsell and retention messaging via direct mail, outbound call center and email. While digital advertisers are paying a premium for media targeting, such targeting still presumes the mass advertising model of a single creative to a mass audience.
Telecom digital advertisers are increasingly looking to build on their first-party data and database marketing expertise to target at the creative content level, not through costly media targets. This is the future of targeted digital advertising, and telecom advertisers are likely to lead the way.
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