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Telekom Converts Phone Contract Customers in Conversational Display Ads

Telekom guides shoppers and dynamically recommends the perfect contract bundle based on their individual preferences in real-time with Spectrm Conversational Display Ads.

Marketing channel: Conversational Display Ads

Language: German

Engaging young people using chat at scale with Spectrm helped lower our acquisition costs in a key growth demographic for Telekom. The insights and performance possible with Spectrm Conversational Display Ads have made conversational marketing a key part of our channel mix for the future.

Lars Jensen | VP Sales

4x

return on ad spend

15%

CTR from conversation to checkout

1m 40s

average engaged conversation time per user

COMPANY

Telekom is a global telecommunications company founded in Germany and the largest provider in Europe by revenue.

INDUSTRY

Telecommunications

SOLUTIONS USED

Conversational Display Ads

Chat with customers in conversational display units.

Conversation analytics

Optimize your customer journey with step-by-step funnel data.

Entrypoint manager

Split-test creative and targeting with different bot entrypoints.

The Challenge: Personalize Phone Contract Recommendations for Millennials Online at Scale

Deutsche Telekom and their Agency Emetriq wanted to find a new channel to attract new customers for their young mobile contracts (<28 years old).

Consumers want a convenient and effortless way to find the contract that fits their needs. But finding the right phone and data bundle is often overwhelming with so many options available. How can a VP of Sales like Lars take the in-store buying experience at Telekom online in order to achieve the scale he needs?

The Solution: A Chatbot In Conversational Display Ads That Adapts to Customer Preferences

Telekom used targeted conversational display ads to have young adults converse with “Tommy” a likable sales assistant built on the Spectrm platform.

Lars can now personally engage customers at scale and recommend relevant products to drive conversions. Customers could find the best mobile plan for their needs, get a good deal and easily buy a plan or a phone online.

The Results: 4x Return On Ad Spend When Targeting a High Value Audience

For a similar cost to regular display, Telekom’s initial campaign generated ~6,500 engaged conversations and delivered the target number of conversions. Telekom had an average engaged conversation time per user was 1m 40s and a 15% CTR to checkout. The CPA for new mobile contracts proved very competitive, achieving a 4x return on ad spend. Given these results, Telekom plans to continue the campaign as it optimizes further using the conversation insights available in Spectrm. Telekom now converts long term phone contract customers on both Conversational Display Ads and Facebook Messenger. Conversational marketing is quickly becoming an important part of their digital marketing portfolio that contributes to customer acquisition in a high lifetime value demographic.

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