In our past article, we had done the SWOT analysis of Telia. In this article, we will see the marketing strategy of Bell, a telecom organisation.
Bell is one of Canada’s largest telecommunications companies, leading its way in broadband and media communication. Bell provides industry-leading communications solutions backed by experienced professionals throughout Canada. Established in 1880 Bell Canada has a rich history of innovation, transformation, and success that has established it as Canada’s largest and most trusted communication provider.
Due to digitalisation in every part of the world, companies are adapting to online modes of doing business, and Bell’s success story can be hindered if online practices are not adopted in their organisation.
Thus every business needs to implement digital marketing. If you are anxious about learning what digital marketing is and how to use it to your advantage – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.
In this case study, we will learn about the marketing strategy of Bell. But first, let us know about the company and the product better.
Bell has been one of Canada’s considerably important and strong companies, it was also listed as the fifth-largest telecommunications company in the country in 1975 and today it is the 22nd on the list by total revenue. The company is named after the originator of the telephone, Alexander Graham Bell, who was also the co-founder of Bell Telephone Company in Boston, Massachusetts.
Bell Canada functioned as the subsidiary of the Canadian Bell System from 1880 to 1975. Yet, unlike the other regional Bell serving businesses, Bell Canada had its R&D labs.
Bell provides many different types of telecommunications services to consumers, businesses and government across Canada including advanced wireless, Internet, TV, smart home, and business services over their world-class LTE and fibre networks.
|Market Share/ Revenue||C$23.96 billion (2019)|
|Vision||To advance how Canadians connect with each other and the world.|
|Tagline||“Today just got better”|
Marketing Strategy of Bell
Segmentation, Targeting, and Positioning
Based on factors such as gender, age, occupation, marital status, income, etc., demographic segmentation.
Geographic segmentation: depending on the place of residency (country, state, or city). Local enterprises might even be divided up by particular counties or municipalities. Based on preferred technology, software, and mobile devices, do technographic segmentation. Based on individual attitudes, values, interests, or personality traits, psychographic segmentation.
Bell is Canada’s digital enabler of telecommunications services.
Bell targets landline and fixed infrastructure, mobile and data services users, Bell broadband plans users, and landline packages Bell users, Bell mobile, these are all the products the Bell launched and also they target the Bell other services like Fixed-line internet, mobile internet, fixed-line, and mobile telephony, IP television uses always.
Other than the Mobile telephone, Landline telephone, communication through fibre optics, digital television and IT services. British Telecommunication has also ventured into the business of consultancy and business solutions in order to capture different markets.
It is a leading telecommunication provider in Canada. It is Canada’s largest telecommunications company, providing Mobile phones, TV, high-speed and wireless Internet, and residential Home phone services.
Market Position: Bell has a dominant market position being the leading network provider in Canada. Since its beginning, the company’s growth has enabled it to generate new revenue and diversify the economic cycle risk in the areas it serves.
From 2005 to 2008, Bell conducted a marketing advertisement in which 2 fictional beavers i.e. Frank and Gordon were introduced in Canada to promote Bell’s sponsorship of the 2010 Olympics.
The beavers were voiced in English Canada by Norm Macdonald (Frank) and Ken Hudson Campbell (Gordon).
Their misadventures with Frank getting flustered with the dimwitted Gordon made them two of the best-known corporate mascots in Canada. A large portion of the ads was uploaded to YouTube.
In 2008, Bell kicked off an inexplicable “er” marketing campaign which wasn’t located anywhere within the word “Bell” or “Bell Mobility.”
Just to humiliate its competitors Apple and Samsung, the Canadian telecom didn’t stop spending big bucks in order to create a new marketing push focused on the two letters.
The “Today Just Got Better” campaign got plastered everywhere in Canada, leaving onlookers confused with the ads that have no connection to the brand. Like it was just for the sake to garner attention.
Social Media Marketing
The company has been found on all Websites
Instagram: 58.8k followers
LinkedIn: 245k followers
Twitter: 20.7k Followers
Most followers are there on LinkedIn. However, this does not signify a different strategy, but rather just the time spent on a particular platform.
Bell has a very well-organised posting routine which makes sure that each Social media platform gets equal attention.
Bell has ensured that its social media footprint grows every day. Posts related to telecommunications, web series promotions, and promotional videos spread access to all forms of media and attract a lot of eyeballs. The company can be found everywhere from Linkedin to Instagram to Twitter and Youtube.
The keywords search of SEO strategy is good for Bell it has high
According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As one can see, https://www.bell.ca/ has 335,422+ organic keywords, which itself is considered excellent. That means Bell’s digital marketing strategies are gaining a lot of traction and are working well.
Furthermore, the monthly traffic is approximately 2.9M, which is an excellent figure. As a result, Bell has clearly made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.
The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.
Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.
Bell has not been associated with involvement with influencers. It doesn’t use influencer marketing.
In the eCommerce strategies, the brand called Bell has an online platform for customers to explore Bell offerings and products that they can buy online. They have their own website and The Bell company sells electronic devices, mobile phones, internet packages, TV packages etc. and more.
Content Marketing Strategies
Their content marketing strategies talk about –
Web Series promotions
Bell On Demand
When it comes to marketing strategies. Bell keeps it simple yet effective. As discussed in this article, the emphasis is on the employees and the customers when it comes to marketing.
A major benefit of this structure is the variance of people they can use ranging from different demography, economic backgrounds, race etc. There is no reliance on only one celebrity.
Bell also keeps its content interactive, giving a personal vibe to its client base. Informational content is also a major boost to their imprint as more and more people refer to each other and help them build a community.
This ends with an elaborative marketing strategy of Bell. Let us conclude our learning below from the marketing strategy of Bell.
Conclusion – What’s Unique in Bell Marketing?
One of the industry’s top providers of ICT solutions and services, Bell Company has a solid track record as a network expert. It is one of the greatest French mobile communications businesses, serving millions of people around the country.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Bell has given you a good insight into the company’s marketing strategies.
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