In-Depth Marketing Strategy of Swisscom – Overall Analysis

Updated on: Oct 1, 2022

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In this article, we are going to elaborate on the marketing strategy of SwisscomSwitzerland’s leading telecoms company and one of its leading IT companies. 

The objective is to help you gain insights into the marketing strategy of Swisscom that helped the company lead Switzerland’s IT industry. It serves as the face of your company, coordinating and producing all materials representing the business.

Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover the marketing strategy of Swisscom in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC
 

About Swisscom – Brief Overview

Marketing Strategy Of Swisscom - Swisscom

Swisscom, Switzerland’s leading telecoms company and one of its leading IT companies, is headquartered in Ittigen, close to the capital city Berne. Outside Switzerland, Swisscom has a presence on the Italian market in the guise of Fastweb. By the end of the 1st Quarter of 2022 around 19,000 employees generated sales of CHF 2,768 million. It is 51% Confederation-owned and is one of Switzerland’s most sustainable and innovative companies.

Swisscom is one of the most innovative companies in Switzerland. By far the largest proportion of our revenue is generated by products and services that didn’t even exist just a few years ago. This means that we are constantly reinventing ourselves, focusing on different areas.

 

Quick Stats on Swisscom
CEO Christoph Aeschlimann
CFO Eugen stermetz
Area Served Worldwide
Industry telecommunications provider
Market Share/ Revenue 1,118.3 crores CHF
Vision As number 1, we are shaping the future. Together we inspire people in the networked world.
Tagline ‘Data beats opinion

 

Marketing Strategy of Swisscom

The development of effective marketing mix strategies depends on Swisscom’s knowledge of its potential customer base. The strategies will be more effective if the company understands the needs, expectations and attitudes of its customers.

Marketing Strategy of Swisscom analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on the Swisscom marketing mix, help the brand succeed in the market.


Segmentation, targeting, positioning

The needs, expectations and buying behaviour of customers are heterogeneous   and depend on multifaceted factors – like:

  • Age
  • Gender
  • Income
  • Lifestyle
  • Values etc.

By using the segmentation technique, Swisscom can narrow down the large, diversified target audience into specific and narrowly defined groups. Market segmentation surveys are common methods of obtaining customer-specific information that could be used to create groups sharing common characteristics.

The company can use one or more of these segmentation strategies to choose the right market segments and develop an effective Marketing Strategy.

  • The geographic segmentation divides the market according to geographic areas, like- city, country and region.
  • The demographic segmentation will require Swisscom to divide the market according to demographic characteristics, like- gender, age, income and ethnicity.
  • If Swisscom chooses behavioural segmentation, then customers will be divided according to their buying patterns like usage frequency, benefits sought, usage occasions and brand loyalty.
  • The use of psychographic segmentation will result in customers’ grouping according to their lifestyles, interests, attitudes, values and traits.

The targeting can be done by evaluating the commercial attractiveness and growth potential of identified segments. Swisscom can choose one or more segments depending on the segments’ characteristics and the company’s resources, capabilities and growth objectives.

The commercial attractiveness and growth potential of each segment can be evaluated by using the following indicators:

  • Identified segments have the appropriate size
  • Have concrete differences.
  • The estimated profits should exceed the additional marketing costs.
  • Segments are easily accessible.

Develop the positioning statement for Swisscom Marketing Strategy by answering the following questions:

  • What does your brand stand for?
  • What are the needs and wants of your target market?
  • How does your brand serve those needs?
  • How different is your offering from competitors?


Marketing Campaigns
 

Swisscom automates campaigns and lifts conversions with Oracle.

Marketing Strategy Of Swisscom - Campaign 1

By choosing Oracle Eloqua Marketing Automation, Swisscom not only automated its B2B lead generation and campaign management processes but also took the first step toward cloud applications.

“Oracle Eloqua gives us a playground for trying out new things and discarding them too,” says Simon Kaufmann, B2B marketing automation manager at Swisscom. “That drives innovation, allowing our people to do a lot of stuff that they weren’t able to do before.”

In the past, Swisscom’s B2B marketing team relied on an external agency to code new campaign features—a process that could take weeks. With Oracle Eloqua’s A/B testing, marketing managers can create, test, and modify dozens of multistep email marketing campaigns in the first few months of go-live. The use of two-variant testing has strengthened lead nurturing and lead scoring.

Swisscom launches new “Ready” marketing campaign

Marketing Strategy Of Swisscom - Campaign 2

Swisscom’s current marketing campaign celebrates social diversity in Switzerland and shows how the telecom provider is ready to meet all needs.

Moving to the country? Entertainment from the sofa? Not interested in technology? Taking responsibility for the next generation or simply partying? The needs and life situations of Swisscom customers are as varied as they are different. The telecom provider wants to enable everyone in the country to take advantage of the many opportunities offered by the networked world.

Or to put it another way: Swisscom is ready so that its customers are too. The new campaign is therefore intended to demonstrate with self-confidence that Swisscom plays a central role in the daily lives of its customers – and assumes this responsibility. “The campaign is also intended to show that we are moving with the times and are continuously developing. We have therefore deliberately taken a somewhat fresher, more dynamic and also a little bolder approach in the campaign,” explains Christoph Timm, Head of Marketing Communications at Swisscom.

 

Social Media Marketing

Boosting positive brand awareness with Facebook video ads

The Swiss telecoms giant optimized an existing TV commercial for Facebook mobile video ads, which lifted audience ratings of its new entertainment package offer by 8.3 points.

Swisscom decided to adopt a 60-second television commercial for use as a Facebook video ad. It showcased the variety of the Swisscom blue entertainment offer—from blockbuster movies to series to live sports events—and portrayed the emotions that people can experience when watching them. Knowing that more than half of the Swiss population is active on Facebook or Instagram, Swisscom decided to target its ads to a broad audience. Swisscom’s Facebook campaign helped to positively shift the perception of its entertainment offer and raise awareness for blue across all age groups in Switzerland.

SWISSCOM ADOPTS THE REVJET SMART MARKETING CREATIVE PLATFORM

RevJet’s marketing creative platform met Swisscom’s three key requirements for the company’s strategic goals: seamless integration with the current digital marketing technology stack, a quick onboarding period to ensure uninterrupted campaigns, and the ability to experiment at scale while managing multilingual ad copy.

Facebook – 297k
Instagram – 33.1k
Linkedin –  108,229
Twitter – 51.7k

Type of content – promotional

 

SEO strategies

Marketing Strategy Of Swisscom - SEO

It is considered bad for a website to have less than 500 keywords, better to have more than 1,000 keywords and amazing to have more than 10,000 keywords. There are 59,659 organic keywords on https://www.tysonfoods.com/, which is more than impressive. A good SEO strategy has resulted in good results, proving that it has adopted a good strategy. The majority of its traffic comes from online searches, as we have seen already.

In addition, organic traffic is 235,390+ per month, which is pretty impressive. Because it ranks at the top of the search engine result pages, it doesn’t need to improve its SEO strategies.

 

Ecommerce Strategy

Marketing Strategy Of Swisscom - Ecom

Swisscom developed a state-of-the-art store locator, boosted store appointments made online, and enabled personalized customer journeys with Google Maps Platform.

Benefits    

  • Increases visit to store locator website by 25%, or 40,000 visits per month since launch
  • Enhances customer experience through store locator features such as geo-targeting, responsiveness, and website integration
  • Enables a smooth experience that leads to 50% of all online appointments being made through the store locator

 

Mobile App

My Swisscom (Switzerland) Ltd

Marketing Strategy Of Swisscom - Mobile App

Use My Swisscom to manage your data and products: check your bills, notify us when you move, manage your passwords, or modify your subscriptions. If you need help, our digital assistant Sam will answer your question immediately or connect you to our Customer Support Team if necessary.


Content Marketing Strategy 

Swisscom balances its post content on all its social media handles. The media room remains an important part of the Swisscom website. It consists of the corporate magazine as PDF files and also the press release channel where users can preview the number of press releases such as the credits, achievements and product launches.

Swisscom creates and shares relevant infographics, and videos on their social media channels to help solve queries of customers and keep them abreast with the latest upgrade on their products and services.

 

This ends with an elaborative marketing strategy of Swisscom. Let us conclude our learning below from the marketing strategy of Swisscom.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Swisscom’s marketing?

So far, Swisscom’s digital marketing campaigns have been very successful. However, it should further work on its SEO strategies to generate organic traffic on its website. It should continue to work towards unleashing its creativity to its full potential to remain connected with its customers.

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 Swisscom 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 Swisscom check out our IIDE Knowledge portal for more fascinating case studies.

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