In the earlier article created by us, we learned about the SWOT analysis of O2. In this blog, we are going to be talking about and sharing in-depth knowledge about the marketing strategy of O2 – a leading British telecommunications service provider.
The reason behind this blog is to gather and take a dive into how O2 became the leading network service provider in the UK and what marketing strategies are used by them to do so.
Marketing is the backbone of every company and no company can survive without it. However nowadays, since everything is digitized and people spend a majority of time online and on the internet, marketing principles and techniques have now changed and digital marketing has become the need of the hour.
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We will learn the complete marketing strategy of O2, however before doing that let’s check out the company’s story, target audience and online presence.
O2 – Company Overview
O2 UK is legally incorporated as Telefonica UK Ltd, a British telecommunications service provider. It is headquartered in Slough, England. It is operated under the O2 Brand. It’s owned by a joint venture between Telefonica and Liberty Global together named Virgin Media O2 with a share of 50:50.
It has 31.8 million subscribers from its launch till September 2021. O2 was formed in the year 1985 on the 7th of January as Cellnet, after several name changes by BT Group it finally got the name O2 in the year 2002.
|Area Served||United Kingdom|
|Market Share/ Revenue||26%|
|Vision||It has committed to becoming net zero by 2025 and to working with supply chain partners to reduce carbon emissions by 30% in the next five years.|
|Tagline||“See what you can do” – 2002
“It’s your O2” – 2006
“We’re better, connected”- 2008
“Be more dog”- 2013
“More for you”- 2016
Marketing Strategy Of O2
Now starts the great marketing strategy of O2 which enabled it to establish itself as a dominant leader in the industry.
Segmentation, Targeting and Positioning
O2 is a telecommunication service provider that mainly provides mobile services and therefore their products are generally used by one and all. However, O2 segments their market not according to the products that they sell but according to the customers and factors affecting them and their needs and wants.
O2 targeted itself in such a way that its products were not only acceptable to all but also demanded by all. They launched several campaigns which gained a lot of success keeping in mind their target audience.
The marketing team launched a product-oriented campaign which was a part of an overall change in the marketing strategy where they wanted customers to reassess and reevaluate the brand. They conducted a lot of research and analysis and positioned themselves by developing a new brand promise and strategy. Breathe IT ALL IN was what they positioned themselves as and this campaign led to enormous success.
O2 Christmas Campaign
This was the first Christmas-themed campaign launched by o2 and it featured their brand mascot BUBL. The main aim of this campaign was to tell people and highlight that O2 is there for people and their customers every step of the way. This was done especially since this was the time of the lockdown and mobile and telecommunication activity skyrocketed.
It was done to show that although due to the challenging situation faced by the world not everyone could be with their family personally O2 could help them stay connected and still be with each other during the holidays. This campaign was launched in partnership with the NSPCC (National Society for the Prevention of Cruelty to Children) to keep children safe and secure when online and using technology. The campaign was a great success and provided joy by reassuring people that they could stay connected during the season of joy.
GO GREEN CAMPAIGN
O2’s marketing strategies and campaigns thrived during the lockdown, especially the go green campaign. They undertook this campaign to promote protecting the environment and environmentally friendly products while using it for their own advantage by encouraging loyalty memberships. The campaign provided priority members exclusive benefits, gifts, free tutorials, competitions etc. Besides the campaign what got the most attention was the living poster that they had created which was one of a kind and made from all recycled material and living plants.
The Rhythm Of your Life Campaign
O2 launched this campaign in order to show that their phone plans are so flexible and creative that they can ‘move to the rhythm of your life.’ This campaign showcased the benefits that customers can receive by signing up and creating a customized plan. It showed how phone plans can work themselves into the irregularities and ever-changing beat of life. It showed a woman moving through all major milestones in life and showcased how life is “forever moving from one day to the next” and they did this to show customers that they can customize plans no matter what stage they are in life and whenever they choose at the click of a button.
Social Media Marketing
O2 can be found and has social media accounts on Instagram, Facebook, Twitter, Snapchat, Youtube and Linkedin.
NO OF FOLLOWERS
From the above, it can be seen that O2 has the maximum number of followers on Twitter followed by Linkedin. Although the company has a fairly active social media presence and is quite effective on all social media, it is the most active on Twitter. The company uses social media for promoting and putting out informational and promotional content as well as for product launches.
According to SEO ranking, it is said that if the number of keywords is below 500 it is considered bad whereas above 1000 is deemed good and 10,000 or more is fantastic.
With the help of the ubersuggest tool, we can see that o2.co.uk has 475,532organic keywords. Its organic traffic is around 19and a half lakhs which is absolutely fantastic.
This shows that the digital marketers at O2 are excellent and are doing a good job promoting the company. Also, the SEO of the company is top-notch and fantastic and the company is making a serious effort in enhancing its organic results.
The company has not yet collaborated with any influencers or celebrities.
When talking about e-commerce strategies, O2 has its website wherein it sells all of its products including phones, tablets, laptops, sim cards, mobile network plans etc along with special discounts and offers.
Content Marketing Strategy
O2 undertakes a great promotion, advertising and content strategy. It has been a sponsor for the rugby games in England since 1995. It also has a venue called the O2 which is one of the biggest entertainment avenues. O2 undertakes wide-scale content marketing through Facebook, Twitter, YouTube, Flickr, Instagram, The blue and the O2 Community for promotion.
This ends the elaborative marketing strategy of O2. Let us conclude our learning below from the marketing strategy of O2.
Conclusion – What’s Unique in O2?
After having had a look at the marketing strategies of O2 It is clear why they have turned out to be one of the biggest telecommunication companies in the UK. They have adopted great digital marketing strategies and one of the greatest things they have done is prioritizing SEO which has resulted in it getting enormous in organic traffic.
Today, digital marketing is the heartbeat of an organisation’s marketing efforts and the one which can stay ahead of its competitors through using innovative digital marketing strategies is the one that leads the industry.
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 O2 has given you a good insight into the company’s marketing strategies.
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