Telecom Operators Play a Big Role in Digital Advertising
During the Covid-19 pandemic, buying clothes, running your business and even buying food have been done through digital platforms. Telecom operators have played a big role in digital advertising especially when it comes to health. Telecommunications services have been collaborating with doctors and charity foundations to facilitate people’s life during the lockdown.
Digital marketing can be done through SMS, MMS, or P2P messaging. With the pandemic, everything went digital. Experts have reported that in 2020, half of global marketing was done through digital platforms. According to Deloitte, digital sales grew by 18% in Q1 2020 compared to Q1 2019.
EMarketer estimates the global ad spending on digital advertising to be $427 billion. Singtel, the largest telecoms group in South East Asia is the leader in the advertising sector.
Sany Kabbani, Telecom Industry Analyst at Google said, “Users in MENA are making decisions online and buying online. Faced with this new consumer reality, telecom operators in MENA are embarking on digital transformation programs.” In Saudi Arabia, STC has done good work in promoting digital marketing as part of the vision 2030. STC already encouraged its customers to digital self-service channels including MySTC app, MySTC Shop, and MySTC 900.
According to ‘Data insights in digital advertising and the role of operators’, 67 percent of brands consider telecom operators as a better original source of data insights than Google, Apple, and Samsung.
The global SMS firewall market size is projected to grow from USD 2.2 billion in 2020 to USD 3.0 billion by 2025, according to the Global SMS Firewall Market (2020 to 2025) report.
The fifth-generation network would be a game-changer for digital marketing. With fast internet connectivity and the closure of the digital divide, the marketing sector is expected to register a significant growth within the next few years.
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