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Extensive Marketing Strategy of Centurylink – An American Telecommunications Company

Updated on: Sep 25, 2022
Marketing Strategy Of Centurylink - Featured Image

Last time we discussed the SWOT analysis of Xfinity. Now we will take a tour and discuss the Marketing Strategy of Centurylink.

CenturyLink is a telecommunication company that provides communications services in America and also serves international customers across North America, Latin America, Europe, the Middle East, Africa, and the Asia Pacific. In this digital world, they provide a lot of services related to the IT field.

The thing which made this company achieve heights of success is its marketing efforts. For the last few years, the marketing strategy of every company is changing day by day. To know more about the changing scenario of marketing, join our Free MasterClass on Digital Marketing 101 by the CEO and founder of IIDE, Karan Shah.

Do you want to know how CenturyLink became successful? In this blog, we will get to learn about the marketing strategy of CenturyLink. Before proceeding further let us just know more about CenturyLink as a company.

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About CenturyLink,

Marketing Strategy Of Centurylink - CenturyLink Corporate Headquarters

CenturyLink now Lumen Technologies is an American company headquartered in Monroe, Louisiana. It provides internet, cable television and telephonic service to many areas of the United States. The original names for the company were the Oak Ridge Telephone Company, Central Telephone and Century Telephone. CenturyLink was established in 1930 in Oak Ridge, Louisiana.

Being a telecommunication company it offers a lot of services like they transmit data in words and over voice around the globe. It currently holds the 7th largest position in the telecommunication sector in the United States of America. Its vision is “To improve lives, strengthen business and connect communities by delivering advanced technologies and solutions with honest services”.

Quick Stats on Centurylink
CEO Jeffrey Storey
CMO Shaun Andrews
Area Served America
Industry Telecommunications & Cable
Market Share/ Revenue Rs461.2Cr
Vision Improving lives, strengthening businesses and connecting communities by delivering advanced technologies and solutions with honest and personal service.
Tagline Linking you to what’s next

 

Marketing Strategy of Centurylink  

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

Segmentation, Targeting, and  Positioning 

Segmentation

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.

Targeting

Centurylink is the American consumer cable television provider and digital enabler of internet, telephone, and wireless telecommunications services.

Centurylink targets landline and fixed infrastructure, mobile and data services users, Centurylink broadband plans users, and landline packages Centurylink users, Centurylink mobile, these are all the products the Centurylink launched and also they target the Centurylink other services like Fixed-line internet, mobile internet, fixed-line, and mobile telephony, IP television uses always. 

Other than the Mobile telephone, cable, and Landline telephone, communication through fibre optics, digital television and IT services.

Positioning

It is a leading telecommunication provider in the United States.

Market Position: Centurylink 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

#RescueChristmas 

Marketing Strategy Of Centurylink - Campaign 1

The campaign by CenturyLink – #RescueChristmas was conducted to donate to @salvationarmyus through their virtual Holiday Giving Campaign this year.

Marketing Strategy Of Centurylink - Campaign 2
CenturyLink: Your technology partner

We live and work in a digital landscape, and today technology fuels productivity. CenturyLink can help businesses with technology services and digital solutions to keep tenants productive and businesses booming. 

In the ad, CenturyLink praises its ultra-speed fast internet services, 24/7 customer support, and 99.9% reliable network that helps move at the speed of digital.


Social Media Marketing 

The company has been found on all Websites 

Facebook: 128k
Instagram: 5,893followers
LinkedIn: 228k followers
Twitter: 39.6k Followers

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

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

Centurylink 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 Centurylink it has high 

Marketing Strategy Of Centurylink - 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, https://www.centurylink.com/ has 446,970 organic keywords, which itself is considered excellent. That means Centurylink’s digital marketing strategies are gaining a lot of traction and are working well.

Furthermore, the monthly traffic is approximately 24M, which is an excellent figure. As a result, Centurylink 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.

Centurylink has been associated with the American Top Theater Influencers · Janessa – GameStop TV Host · Gayle Turner · Anna Just · Laura Heywood BroadwayGirlNYC to promote its Supersonic Internet in various different commercials. 


Ecommerce Strategies

Marketing Strategy Of Centurylink - Ecom

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


Content Marketing Strategies 

Their content marketing strategies talk about – 

Centurylink Tv
Centurylink Wifi
Internet
Centurylink Mobile
Web Series promotions
Centurylink On Demand             

When it comes to marketing strategies. Centurylink 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.  

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

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Conclusion – What’s Unique in Centurylink Marketing?

One of the industry’s top providers of ICT solutions and services, Centurylink 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 Centurylink 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 Centurylink check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Centurylink, and do share your thoughts on this case study marketing strategy of Centurylink 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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