Telia Company’s digital transformation journey: Enabling innovation in telecom marketing5

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Telia’s Digital Transformation Journey: Enabling innovation in telecom marketing

Telia has redesigned the way their digital marketing operates. By using the right technology and an agile way of working, they have enabled a process that is both faster and more effective.

We spoke to Telia’s Digital Transformation Manager, Lena Lindgren, to find out how they use display advertising to stand out from the crowd, increase sales and boost customer loyalty.

Lena Lindgren Digital Transformation Manager

Telia

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What are the biggest pain points facing your industry right now?

Telecom is an extremely competitive field and to win the customer you need to be relevant and offer an excellent customer experience. Disruptive players are also setting completely new standards for the digital customer meeting, with high expectations of seamlessness and personalisation.

For Telia, what are the most effective marketing strategies for boosting customer loyalty/ reducing churn?

We’ve found personalisation to be a very effective tool for our online marketing. This means we tailor our messaging and creatives as well as offerings, across paid and owned channels, to meet our customers with the most relevant content at any given time or channel.

How has working with display advertising helped you overcome these challenges?

Working with display advertising has helped us to iterate and test our ideas quickly at relatively low cost. With the right tools, we can rapidly adapt budgets, channels, and content to suit the expectations of our audience. This, of course, requires cross-functional teams and flexible processes, to gain efficiency and incremental uplifts.

It’s excellent for personalisation too, as we can target our ads to specific audiences depending on where they are in their journey. How has technology helped you innovate the way Telia operates your in-house marketing?

Technology has allowed us to scale our production without using extra resources, it’s a very cost-efficient way of mass-producing our online advertising.

Using a creative management platform, we have been able to shorten our goto-market time from 20 to 4 days! We’ve managed to largely automate the production and activation process across channels, together with crossfunctional teams this has streamlined our time to market.

What makes your digital marketing process unique?

We have an audience-first approach for all our marketing activities. This is what people usually talk about, we really do it. Basing our strategy on the audience we’re targeting and building up from there.

Where do you see the future of telecom marketing leading?

The rapid development of digital marketing capabilities is setting new expectations and standards and we no longer only compete with players in our industry, but with new and fast-moving digital natives. We will need to have an online customer experience on the same level as digital leaders such as Netflix or Spotify, or we will fall behind.