April 3, 2007

Selling High-Speed Service To The Broadband Have-Nots

Conversion Relies On Solution-Based Marketing And Relationship Building

This is the third document in the "Improving Communications Services Marketing" series.

by Sally M. Cohen

with Ellen Daley, Maribel D. Lopez, Alyssa L. Baer

Executive Summary (This is a document excerpt)

Today, broadband households outnumber dial-up households in the online market. To expand the broadband market beyond the 57% of online households that already have a high-speed connection, marketers must rethink marketing messages and channel strategy. To present a value proposition that will resonate with the technology laggard broadband have-nots, high-speed marketing campaigns should feature real-life solutions to specific customer needs. Reaching beyond traditional marketing channels, like beefing up face-to-face customer relationship building via retail and elsewhere, will help providers connect with the hard-to-reach offline have-nots.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.