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 and AdLingo Ads.
Marketing channel: Google AdLingo Ads
return on ad spend
CTR from conversation to checkout
average engaged conversation time per user
Telekom is a global telecommunications company founded in Germany and the largest provider in Europe by revenue.
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 AdLingo 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 AdLingo 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.