Trends Report

Selling High-Speed Service To The Broadband Have-Nots

Conversion Relies On Solution-Based Marketing And Relationship Building

April 3rd, 2007
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Sally M. Cohen
With contributors:
Maribel D. Lopez , Alyssa L. Baer , Ellen Daley

Summary

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.

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