Precise Marketing Strategy of Deutsche Telekom – With STP Analysis & Campaigns

Updated on: Dec 29, 2022
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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.

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In the previous article, we learned about the detailed marketing strategy of VI. In this blog, we are going to talk about the extensive marketing strategy of Deutsche Telekom– one of the world’s largest integrated telecommunication companies. 

The motto is to learn and adapt the marketing strategies of Deutsche Telekom and how it became one of the world’s largest integrated telecommunication companies.

As we know we are in the digital era the Numer of online users is enormous almost everyone in the world is online now and marketing is the core of every industry if you are interested to learn the basics and fundamentals of marketing do check out the Free Master class on Digital Marketing from IIDE. 

We will discuss the marketing strategy of Deutsche Telekom, before getting to indulge in it let’s begin with the company’s story, audience, and digital presence. 

Digital Marketing Academic Challenge 2024 - DMAC

About Deutsche Telekom – 

Marketing Strategy of Deutsche Telekom - Deutsche Telekom logo

Source –

The largest revenue-generating telecommunications provider in Europe is Deutsche Telekom AG, a German firm with its headquarters in Bonn. When Deutsche Bundespost, a monopoly under state ownership at the time, was privatised, Deutsche Telekom was created. Deutsche Telekom has since been listed among the Fortune 500 businesses, with its most recent rating being number 62. (in 2022). The business runs a number of companies across the globe, notably the mobile phone provider T-Mobile.

The German government owns 14.5% of the company’s stock directly as of April 2020 and another 17.4% through the government bank KfW. A part of the EURO STOXX 50 stock market index is the firm.

One of the top integrated telecommunications firms in the world, Deutsche Telekom has 248 million mobile subscribers, 26 million fixed-network lines, and 22 million broadband lines. For consumers, they offer fixed-network/broadband, mobile communications, Internet, and IPTV products and services. For commercial and corporate clients, they offer information and communication technology (ICT) solutions.

They are currently transitioning from a traditional telephone business to a brand-new kind of service provider: a software firm that offers telecom services. Because only a Telekom that is fully digitalized can continue the prosperous course of the previous years. We are perfectly situated for this thanks to our presence in both Europe and the USA. Their goal is to dominate the digital telco industry. The management and sale of networks and connections will continue to be the foundation of the primary business.

Quick Stats on Deutsche Telekom –

CEO Timotheus Höttges
Area Served Europe, Asia, Africa North & South America(50+ countries)
Industry Telecommunication
Market Revenue 108,8 billion Euros (2021)
Vision Turn customers into fans
Tagline Life is for sharing


Marketing Strategy of Deutsche Telekom –

Let’s learn about the marketing strategy of Deutsche Telekom along with various factors like SEO Strategies, Campaigns and more. Let’s start with their STP Analysis.

Segmentation, Targeting and Positioning 

Deutsche Telekom segments its offerings in the fixed network, wireless, internet, and sophisticated IT solutions to corporate clients across the global telecoms and IT sectors.

Users of telecommunication services from SMEs and MNCs are included in the target market of Deutsche Telekom.

Deutsche Telekom is positioned as Premier Fixed Line, Broadband, and Wireless Service Provider.

Marketing Campaigns

Marketing Strategy of Deutsche Telekom - marketing campaign

To further its network expansion, Deutsche Telekom has kept up her tireless efforts. In Germany, 5G is already available in more than 3,000 cities and municipalities, and in the past five weeks, another 18,000 antennae have been upgraded to the new standard and incorporated into the operational network. 40 million individuals can currently use 5G as a result. That goes for minor towns like Wallgau in Upper Bavaria, Lampertswalde in Saxony, or Sankt Goarshausen of the Lorelei fame as well as major cities like Frankfurt or Munich.

“No more waiting, no more hesitation – No doubts, no equivocation – More bonds than divides us – No ifs, no buts -” is the poem they read in the advertisement, which unites them all and captures the fundamental rule of interpersonal relationships. Let distance vanish into thin air so that nothing remains between us.

From August 3 to the end of September, the 40-second advertisement will air online and on German TV stations with a large audience. The 5G campaign will also be seen in OOH settings, print advertisements, and shop interior designs.

Social Media Marketing 

Deutsche Telecom is active in social media like Tiktok, Instagram, Facebook, Twitter, Twitch, and Youtube.

  • Instagram – 51.4K
  • Facebook – 116K
  • Twitter – 82.6K
  • Youtube – 5.33K

It has the maximum number of followers on Facebook. In order to drive Digitalization forward, examine results and encourage conversation they use social media.

SEO Strategies 

Marketing Strategy of Deutsche Telekom - ubersuggest seo screenshot

Source – UberSuggest 

As per SEO ranking, it is said that the number of Keywords- Below 500 is bad, above 1000 is good, and 10,000+ is amazing, As we can see that has 130K+ organic keywords and it’s amazing. The traffic per month is 468K+ which is impressive.

Influencer Marketing

Likewise the other Influencers, Deutsche Telekom has its Influencers scattered throughout the group. They operate at many locations throughout Germany and even internationally and Potentially every employee is an ambassador for their own company. The aim is to share their curiosity, passion and enthusiasm for their work and their employer on social media in their private lives and working environment. There are currently around 300 active ambassadors from 15 different countries worldwide and 15 of them took special organizational roles in the ambassadors’ core team. Having this kind of Influential strategy may be a pro and con as well. 

E-commerce Strategies 

To further improve the quality of its service, T-Home (Deutsche Telekom), the largest supplier of residential phone and broadband services in Germany, rebuilt its online store using the Intershop Commerce Platform. More than 40 million clients can now easily and quickly locate the goods and services they need thanks to

Mobile Apps 

The Mobile Device Management (MDM) App from Deutsche Telekom AG links your mobile devices to your workplace network so that an authorised admin can simply manage and control his fleet of mobile devices. Employees have access to work resources such as email. MDM makes it simple for your device to access corporate resources with just a few quick actions.

  • Quick access to business e-mail, calendars, and contacts
  • Automatic access to business VPN and WiFi networks

With 1L+ downloads, this app has a 3.3 rating.

Content Marketing Strategy 

Although Deutsche Telekom is not good in social media they have been titled with 4 winning strategies and 1 among them is Life is for sharing: Telekom family brand.

This brings us to the end of the marketing strategy of Deutsche Telekom and proceeds to the conclusion.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in the Marketing strategy of Deutsche Telekom?

In the Marketing strategy of Deutsche Telekom, we could conclude that their priority is to connect with people and bond in a way that their customers are their forever product users. As long as humans are in this world communication and another sort of things will never come to an end. They have spread their community through different parts of the world and they all follow the same in order to be in the top 500 fortune companies list. Therefore the right campaign or marketing strategy can make or break a company’s image. So Digital Marketing would be the right way to do so and fix any glitches if present.

As is self-evident, pandemics that affected every sector of the economy led to a dramatic change in digital marketing. Data on digital marketing indicates that 60% of people use the internet globally. It climbed by 20% as a result of the epidemic and the rise in internet businesses during the previous two years. A well-known company must take care of its online reputation. The campaign tactics used by a firm can make or break its brand image. Digital marketing can be used to develop successful campaigns.

Given its growing importance, understanding the developing field of digital marketing is essential. Check out IIDE’s 4 Month Digital Marketing Course and 11-Month Digital Marketing Course if you want to learn more and expand your skills.

We hope that our case study about the marketing strategy of Deutsche Telekom has provided you with valuable insight into the company’s marketing plans.

Check out our IIDE Knowledge portal for additional intriguing case studies if you enjoy in-depth analyses of businesses, such as the marketing strategy of Deutsche Telekom.

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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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