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  • Writer's pictureElisabeth Nebster

The Role of Campaign Management Software for Telecom Businesses

The Critical Importance of Campaign Management Software in Telecom Businesses


In today’s digital age, telecom firms’ attention has switched to exploiting the massive amounts of client data they have to promote customer engagement. As the opportunity for new customer acquisition dwindles, these businesses are increasingly focusing on technologies to retain and maximize value from their current client base.

Implementing efficient campaign management tools is critical for telecom operators, allowing them to increase client lifetime value and reduce customer turnover. Keep reading as we will showcase the importance of proper campaign management for telcos.

What is campaign management?

Campaign management is organizing, implementing, tracking, and assessing an advertising endeavor, which may revolve around a product launch or event.

Initiatives often include numerous pushes to customers via email, social media, polls, publications, prizes, and other assets, all centered on the same theme or subject. To automate this complex procedure, specialized campaign management software is required. 

It streamlines the tough operations of organizing, launching, and evaluating the results of your marketing initiatives. The worldwide campaign management solution market size was estimated at USD 4,3 million in 2022 and will exceed USD 10 million by 2028.

Key components of an effective campaign management system

Planning and creating. This is the first step that begins with ideas brainstorming, highlighting the vital features like the purpose of the campaign, result evaluation, and target groups.

Optimization. Competing corporate objectives across various business divisions, managing several marketing initiatives, monitoring budgets, and managing customer interaction procedures. These concerns should be solved at this stage.

Analytics. Making analytical choices is vital for delivering a pleasant client experience. This involves determining which offers were successful during real-time consumer encounters and which were not.

How does online campaign management impact customer engagement and business growth?

At its heart, a cross channel campaign management tool seeks to improve the performance of each campaign, guaranteeing that it reaches the target audience and delivers the expected results. It directly affects customer satisfaction, loyalty, and, as a result, revenue.

From the organization side, the campaign management platform assists and facilitates clear communication between teams, without interrupting business operations, reducing misunderstandings and ensuring everyone is working toward the same goals.  

Use cases of campaign management software in telecom

Telia, a large Nordic and Baltic telecom provider, has introduced a cross channel campaign management system based on customer lifetime.

The system tracks the full client experience, from acquisition to varying levels of engagement and retention. For example, new clients received welcome discounts and advice on how to get the most out of their plans, while long-term customers were targeted with loyalty prizes and upgrade choices. 

This method enhanced customer involvement at each level while simultaneously lowering turnover rates.

Deutsche Telekom, in tandem with Deloitte Digital, created Telekom WerbeNet, a complete telecom management system for handling advertising collateral at points of sale. This platform centralizes both online and offline marketing information, making the campaign workflow more efficient for all stakeholders. It prioritizes content management above procedures, resulting in increased openness and efficiency in advertising operations.

The cost of building campaign management from scratch

To create a solid campaign management system from scratch, the business should be ready to invest heavily both in terms of time and finances. The process of development is separately a whole new stage requiring extensive planning and resource allocation and can potentially stretch over several months to even years, depending on the system’s complexity. 

The costs can escalate quickly, factoring in the salaries of a skilled development team, technological infrastructure, and ongoing maintenance expenses.

If the organization opts for making an in-house development, it should be ready for some significant challenges, including the need for specialized expertise and the risk of potential project delays or scope creep. 

Such endeavors carry inherent risks, like failing to meet developing market needs or the possibility of technical shortcomings, which can affect the effectiveness and competitiveness of the final product. Code’s Solution. Customizable campaign management

The professionals are now evaluating our unique campaign management functionality, which is based on Kafka technology. This innovation is planned to be released this year and promises to make the campaign management process for telcos easier. 

With its sophisticated capabilities, telecom businesses can create an end to end campaign management MVP in a matter of days, not months. It will make it possible to scale up the amount of telecom marketing campaigns run and deployed simultaneously, improving operational efficiency and market reach.

Intrigued? Contact us to get more information on this emerging code platform functionality and prospects of its usage. 


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