Investing in a new normal is a careful balancing act, though some consumers are spending more as they settle into a new at-home normal. More than 1 in 4 consumers globally say they have purchased new, more, or better goods and services since the start of the coronavirus outbreak. With smartphones serving as our connection to loved ones, helping us shop for necessities and enabling flexible work environments, these devices are adding more value and ease to our lives than ever before. Read on for three winning strategies for a successful smartphone launch:
No. 1: Show up across the consumer journey to reach current and new consumers who are looking to upgrade their device. Interest in all phones goes up ahead of a device launch, so all brands have a right to play during this time as consumers weigh in with their options. In order to maximize this halo effect, we recommend leveraging a holistic approach across video, search and display formats:
Source: Google Trends
No. 2: Address consumers’ needs in real-time. The three major wireless companies experienced an all-time low churn rate in Q2 2020. A seasonal uptick is expected in Q3, bringing more people to market who are interested in upgrading their phones and finding the best service provider. In combination with the expected 5G launch by all original equipment manufacturers (OEMs), we'll have the perfect formula for a wireless busy season.
No. 3: Adapt to new consumer expectations by offering seamless, flexible transactions and pickup options. With 50% of US consumers reportedly buying a majority of their items online, and Tracline reporting two-times the year-over-year digital phone sales penetration for Q2 2020, digital is key to closing the sale.
Read more on how to develop telecom brand love with consumers here.
—Scott Falzone, managing director of telecom, Google