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 Spectrum.
A trade name of Charter Communication – Spectrum is a telecommunication and mass media company. It is the largest broadband communication company in the United States. The company is known for providing advanced broadband services video entertainment programming and Spectrum TV. Currently, spectrum is serving over 31 million customers in 41 states. It is the second-largest cable operator in the U.S.
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 marketing strategy of Spectrum. But first, let us know about the company and the product better.
About Spectrum
(Source: Bloomberg)
Spectrum is a telecommunication company that was formed in the year 2014. It serves as a brand for Charter Communications. It has its headquarters situated in the United States.
Spectrum is a multinational telecommunications services provider. It currently operates in about 41 states of the United States. It is the 2nd largest mobile network operator in the US and has a strong customer base of about 31 million. The various products that the company offers are broadband, cable television, digital cable, digital telephone, internet, HDTV and many more.
Spectrum is one of the internet hubs in the United States and provides good connectivity to the other telecommunications operators in its specified locations.
| CEO | Tom Rutledge |
|---|---|
| CMO | Michael Guth |
| Area Served | the USA, Canada, North America |
| Industry | Telecommunications |
| Market Share/ Revenue | 4,809.7 crores USD |
| Vision | To provide their clients with the freedom to choose a truly tailored solution from a comprehensive and powerful ecosystem of next-generation applications. |
| Tagline | Power up with Charter. |
Marketing Strategy of Spectrum
“Spectrum’s job is to be visible on all of these platforms and to give real-time information so that Spectrum 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
Spectrum targets mobile phone users, Spectrum cable TV users, and Spectrum Internet users, these are all the products Spectrum launched and also they target Spectrum’s other services like broadband, cable television, digital cable, digital telephone, internet, HDTV and many more.
Positioning
It is the 2nd largest mobile network operator in the US and has a strong customer base of about 31 million
Market Position: Spectrum has a dominant market position in the USA’s metropolitan and overseas departments. 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
Spectrum conducted a marketing campaign on Instagram to promote their new store in Dallas by giving a chance to win $1,000 for a visit to any of Spectrum’s 11 newly opened #SpectrumStores.
Spectrum has posted multiple posts on social media platforms to promote their #SpectrumMobile. They say that a user will get a Big Network with Bigger savings and have to Pay up to 40% fewer mobile bills.
Spectrum did a commercial advertising campaign on Youtube and TV channels. In a 30-second commercial, a group of monsters or characters are facing slow network issues while playing games.
All in all Spectrum’s goal to launch this advertisement was to promote its Spectrum Network and circulate a message that ‘Slow download speeds are evil.’ Users should choose Spectrum Internet® and get 20x faster download speeds than other Phone Companies.
Social Media Marketing
The company has been found on all Websites
Facebook: 2,327,649 followers
Instagram: 50k followers
Youtube: 81.2k followers
LinkedIn: 224,819 followers
Twitter: 154.6K 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.
Spectrum has a very well-organised posting routine which makes sure that each Social media platform gets equal attention.
Spectrum 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 Facebook to Twitter and Youtube.
SEO Strategies
The keywords search of SEO strategy is good for Spectrum 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.spectrum.com has 650,987 organic keywords, which itself is considered excellent. That means Spectrum’s digital marketing strategies are gaining a lot of traction and are working well.
Furthermore, the monthly traffic is approximately 9.1M, which is an excellent figure. As a result, Spectrum 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.
Spectrum has not been associated with involvement with influencers. It doesn’t use influencer marketing.
Ecommerce Strategies
In the eCommerce strategies, the brand called Spectrum has an online platform for customers to explore Spectrum offerings and products that they can buy online. They have their own website and The Spectrum company sells electronic devices, mobile phones, internet packages, TV packages etc. and more.
Website link: https://www.spectrum.com/mobile, and it is also active on social media.
Content Marketing Strategies
Their content marketing strategies talk about –
Spectrum Tv
Spectrum Wifi
Internet
Spectrum Mobile
Web Series promotions
Spectrum On Demand
When it comes to marketing strategies. Spectrum 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.
Spectrum 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 it to each other and help them build a community.
This ends with the elaborative marketing strategy of Spectrum. Let us conclude our learning below from the marketing strategy of Spectrum.
Conclusion – What’s Unique in Spectrum Marketing?
One of the industry’s top providers of ICT solutions and services, Spectrum 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 Spectrum 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 Spectrum check out our IIDE Knowledge portal for more fascinating case studies.
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