Marketing strategies in the industry

the landscape of marketing in the telecommunications industry is changing rapidly as technology has enabled more start up companies to enter the market. Although the telecommunication industry is in many ways very similar to political campaigns in the fact that there are actually only a handful of meaningful, competitive candidates, marketing in the industry is changing as the big old established companies try to reach different segments of the population and attract new clients that have different needs.

For example, Verizon has started to heavily market and attend the need of racially diverse communities. This is because Verizon estimated that 35% of the market it serves is multicultural and because the purchasing power of Hispanics, African American and Asians is going to reach $2.5 trillion by the end of 2010. In order to effectively market to a multicultural audience, Verizon has employed culturally, racially diverse employees in its marketing teams.

While At&t currently only offers assistance in English and Spanish, Verizon has also tried to differentiate itself by offering assistance in 10 other languages such as Vietnamese and Korean.

As America becomes a more multicultural and diverse country it is expected that more companies will provide services directed to the needs of multicultural clients. It seems that the battlefield of marketing will not only be present in the services and technology telecommunication companies offer but also in the quality of customer service.

Information from:

http://newscenter.verizon.com/kit/diversity/marketing.html

http://www.scribd.com/doc/12778357/Consumer-Behaviour-towards-Telecom-Products