In-Depth Marketing Strategy of BT – A British Multinational Telecommunications Holding Company

Updated on: Sep 8, 2022
Marketing Strategy Of BT - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous blog, we did an explicit SWOT Analysis of the 8th largest telecommunications company in the World, Movistar. Here we will understand the marketing strategy of BT.

With a bold ambition to be the world’s most trusted connector of people, devices, and machines BT group is one of the leading British industries in the telecommunication world. They have very clear and simple ideologies which make them stand out and get maximum potential customers. 

BT Group has been always successful in providing the best solutions to their customers. BT Group has begun a digital advertising platform to provide aid to the business to run their digital marketing campaigns, also boost their goods and services online.

It has been successful to hold its position in the industry. It can still try to improve its standings in the global market with the use of the latest digital marketing techniques. Most people have entered the digital world and thus it is easy for any company to find its target audience in the market. 

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 BT. But first, let us know about the company and the product better.

Digital Marketing Academic Challenge 2024 - DMAC

About BT

Marketing Strategy Of BT - BT Headquarters

BT Group is one of the world’s leading providers of telecommunications services. Its main activities include local, long-distance and international telecommunications services, internet services, and providing IT solutions. Established in the year 1912 with reached 180 countries supplying them with fixed-line, broadband, and mobile services. 

Starting from the simple telegraph in the 19th and 20th centuries till smartphone services and launching digital portals BT Group has always been on its toes to grab maximum customers. BT Group manages several large subsidiaries worldwide.

BT Global Services division supplies telecommunication services to corporate and government customers across the globe and it also supplies telephone, broadband, and subscription television services in the UK to almost 18 million customers.

Quick Stats on BT
CEO Philip Jansen
CMO Marc Allera (Ex)
Area Served Britain & other 180 countries
Industry Telecommunications
Market Share/ Revenue 2,137 crores GBP
Vision A communications-rich world – a world in which everyone, irrespective of nationality, culture, class or education, can benefit from the power of communication skills and technology.
Tagline We connect for good.


Marketing Strategy of BT  

“BT’s job is to be visible on all of these platforms and to give real-time information so that BT stores stand out during searches.”

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.


BT is the UK digital enabler of telecommunications services.

BT targets landline and fixed infrastructure, mobile and data services users, BT broadband plans users, and landline packages BT users, BT mobile, these are all the products the BT launched and also they target the BT 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 the United Kingdom.

Market Position: BT has a dominant market position being the leading network provider in the UK. 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.

Marketing Campaigns

Marketing Strategy Of BT - Campaign 1

BT recently conducted BT’s BIG Sofa Summit in which owners from different industries talk about how businesses can be a little bit greener to help the environment such as using renewable suppliers, sustainable materials etc. In this #BTBigSofaSummit they also targeted the sparkling conversation about how our homes can be greener.

BT has not conducted any other marketing campaigns yet. BT on social media platforms is seen promoting upcoming sports tournaments, and product launches, talking about measures to save the environment, announcements of discussions and press summits etc. 

BT does not show interest in running hashtag campaigns, giveaways, lucky 10 etc. and more to build connections with its customers.

Social Media Marketing 

The company has been found on all Websites 

Facebook: 315,059
Instagram: 25.1k followers
LinkedIn: 566,769 followers
Twitter: 128.5k Followers

Most followers are there on LinkedIn. However, this does not signify a different strategy, but rather the time spent on a particular platform. 

BT has a very well-organised posting routine which makes sure that each Social media platform gets equal attention. 

BT 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.                                               

SEO Strategies

The keywords search of SEO strategy is good for BT it has high 

Marketing Strategy Of BT - SEO

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, has 1,645,195 organic keywords, which is considered excellent. That means BT’s digital marketing strategies are gaining a lot of traction and are working well.

Furthermore, the monthly traffic is approximately 6.6M, which is an excellent figure. As a result, BT has clearly made efforts to optimise its search engine results and is reaping the benefits effectively, as evidenced by the numbers.

Influencer Marketing

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.

BT has not been associated with involvement with influencers. It doesn’t use influencer marketing.

Ecommerce Strategies

Marketing Strategy Of BT - Ecom

In the eCommerce strategies, the brand called BT has an online platform for customers to explore BT offerings and products that they can buy online. They have their own website and The BT company sells electronic devices, mobile phones, internet packages, TV packages etc. and more.

Content Marketing Strategies 

Their content marketing strategies talk about – 

BT Wifi
BT Mobile
Web Series promotions
BT On Demand             

When it comes to marketing strategies. BT 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.  

BT 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 BT. Let us conclude our learning below from the marketing strategy of BT.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in BT Marketing?

One of the industry’s top providers of ICT solutions and services, BT 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.

Having outstanding digital marketing skills can prove to be a boon for your company. With SEO-optimised strategies, you can easily target your audience and grab their attention towards your company. As we all know now when the digital revolution is taking place, it has become mandatory to have a digital presence! Having said that in order to grow your reach you will need at-par digital marketing skills. 

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 BT has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of BT check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of BT, and do share your thoughts on this case study marketing strategy of BT in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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