Blog | The End of Affiliation Campaigns in Telecom

The End of Affiliation Campaigns in Telecom: Navigating New Marketing Frontiers

In recent years, the digital advertising landscape has undergone a seismic shift, particularly in the world of telecommunications. A notable change has been the decline of affiliation campaigns as a method to promote digital services. This article explores the reasons behind this trend and offers insight into alternative channels that telecom providers can leverage to promote their offers effectively.

The Decline of Affiliation Campaigns

Affiliation campaigns have long been a staple in the digital marketing toolkit, especially for telecom providers. These campaigns typically involve partnering with affiliate networks who promote services in exchange for a commission on sales or leads. However, several factors have contributed to their decline:

     • Market Saturation: The telecom market has become increasingly saturated, making it harder for affiliates to generate unique value and stand out.

     • Regulatory Challenges: Tighter regulations around data privacy and advertising standards have made affiliation campaigns more complex and risk prone.

     • Fraud and Non-Consensual Opt-ins:: This became apparent when unsustainable growth pushed some affiliates to bend the consent rules which led to significant levels of customer complaints and regulatory pushback.

     • Complicated User Acquisition and Diminishing Returns: The effectiveness of traditional affiliation strategies has waned, as consumers grow more sceptical of overly promotional content. Non- consensual opt-in meant telecom providers implemented further steps to enforce users’ consent which complication the user acquisition journey.

     • Shift in Consumer Behaviour: There’s a growing preference for authenticity and direct engagement from brands, which traditional affiliate marketing often lacks.

Exploring Alternative Channels

As the effectiveness of affiliation campaigns wanes, telecom providers must explore alternative channels to connect with their audience. Here are some promising avenues:

     • STK-Based Push Marketing: Repurposing a legacy technology to serve growth needs and establish a new channel to promote services through push notification. Through our Aircast solution, we offer industry- leading and SIM-vendor agnostic push marketing channel that telecom providers can own to promote core offers and value-added services.

     • Content Marketing: Investing in high-quality, informative content can help telecom companies establish thought leadership and build customer trust. This approach is less about direct promotion and more about providing value through insights, tutorials, and industry news.

     • Social Media Engagement: Social media platforms offer a direct line to consumers. Telecom companies can use these platforms for customer service, engaging with users, and sharing updates about services and offers in a more personal and engaging manner.

     • Influencer Partnerships: While similar to affiliation, influencer marketing focuses on collaboration with individuals who have a significant following and can sway public opinion. The key is to partner with influencers whose audience aligns with the telecom provider’s target market.

     • Personalisation and Data-Driven Marketing: Using data analytics, telecom companies can create personalised marketing campaigns that resonate more effectively with individual consumers. This approach requires a deep understanding of customer preferences and behaviours.

     • Community Building and Engagement: Creating and nurturing an online community can be a powerful tool for telecom providers. This can involve hosting forums, webinars, and interactive events that foster a sense of belonging and loyalty among customers.

Conclusion

The decline of affiliation campaigns in promoting digital services signals a pivotal moment for telecom providers. It’s an opportunity to innovate, repurpose legacy technologies, and embrace new marketing strategies that align with the evolving digital landscape and consumer preferences. By leveraging alternative channels such as content marketing, social media engagement, influencer partnerships, data- driven marketing, and community building, telecom companies can create more meaningful and effective connections with their customers. The future of telecom marketing is not about the loudest voice, but the most resonant one.

For more information on the Aircast solution, and how we can help you navigate the new intricacies of advertising in the telecommunication industry, get in touch with us: