DIGITAL MARKETING STRATEGIES IN THE TELECOM SECTOR Dissertation Example

Discipline:
Marketing
Chapter:
Introduction
Level:
Ph. D.
Pages:
27
Words:
7425
View Sample

Free DIGITAL MARKETING STRATEGIES IN THE TELECOM SECTOR Dissertation Example

DIGITAL MARKETING STRATEGIES IN THE TELECOM SECTOR: AN EXAMINATION OF THE AUSTRALIAN TELECOM SECTOR FOR THE PERIOD OF 2004 THROUGH 2017 Name of the Student LIST OF CONTENTS LIST OF FIGURES AND TABLES LIST OF ABBREVIATIONS DM: Digital Marketing TM: Traditional Marketing IM: Internet Marketing CBT: Consumer Behavior Theory MMA: Mobile Marketing Association ARM: Augmented Reality-Based Marketing TSP: Telecommunication Service Providers OTTP: Over-the-top players MCT: Multicultural theory ABSTRACT Effective digital marketing strategies are considered to play a major role in driving the market share of different telecom brands of Australia. The Australian telecom industry is one of the largest in the world but its growth has been sluggish over the past two years. The sluggish growth in the Australian telecom sector is attributed to the intense intra-industry competition and a lack of appropriate differentiation of products and services. Moreover, the telecom industry is facing steep challenges to satisfy the explosive demands of multigenerational customers. Although the Australian telecom sector is a 43 billion USD industry, the annualized subdivision revenue is expected to grow only at a rate of 0.1% over the next five years. It is believed that the situation can be addressed by launching effecting marketing strategies and increasing the provision of value-added services uniformly across a diverse clientele base. Different reports suggest that DM across the global telecom sector would peak by 2020. Recent reports suggest that the Australian Telecom Sector is far behind their U.S. or U.K. counterparts in leveraging DM for promoting their products or services. The contemplated research would explore the DM strategies that are effective for the Australian telecom sector. The contemplated research would include a triangulated research approach including; a literature review, content analysis of government policies driving the telecom sector in Australia,...
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