July 12, 2018
5G promises to usher in a new era for communications. By enabling the gathering and sharing of more information than ever before, 5G will impact the way we live and work. In our first blog in this series, we explained what 5G will mean, while in the second blog we looked at the specific impact it could have on cities, finance, health and cars. In this final blog in the series, we turn our attention to how marketing and communications professionals can capitalize on the 5G opportunity.
The 5G conversation is a noisy one, with many players jostling to make their mark. For technology companies, 5G stands to be big business, but how can they succeed in standing out amidst the hype? To stand out and be heard, communicators must:
- Understand the potential of 5G in their industry;
- Be aware of the potential implications of the technology itself and its use cases;
- Develop a unique position and offer a convincing vision of the future; and
- Focus on new experiences that solve real problems, make life easier and/or serve a social cause.
A three-pronged approach
For new and established technology companies alike, the buzz around 5G is a clear indicator of the marketing opportunities. To capitalize on these opportunities, the marketing departments and communications partners of players in the 5G market must develop strong positioning and have a clear communications strategy delivering the right message to the right people at the right time. Key elements will include:
- Research, insight and message development: While research has always been a mainstay of marketing and communications planning, social conversation analysis is now an increasingly essential tool that can be used to inform marketing and communications and contribute to campaign tracking and measurement. With so much social conversation data - spread across a range of platforms including Twitter, Instagram and Facebook - how is it possible to capture, sort, process and analyze what’s being said? The right expertise is critical, to tap into the data and turn it into meaningful and actionable insight.
- Media relations and social media management: Cutting through the noise will require tailored messaging, a clear view of the target audience and effective media relations and social media management. It requires an experienced team with contacts in the relevant sectors to create opportunities. Social media is an effective way to raise brand awareness and maintain momentum, but it has to be managed in the right way – consistency and tone of voice is essential.
- Content delivery: With so many opportunities across a range of channels for audiences to connect with your messaging, compelling content is a must-have. Research and insight will underpin the editorial strategy and inform the calendar, while adherence to the messaging will ensure consistency across each content piece.
Technology companies striving to make their voices heard will need marketing and communications to work together to establish, and build, a voice. The companies that succeed will be the ones that tell their story well, consistently and across channels. For further insight into what 5G will contribute to the way we live and work and how the right communications strategy will help companies make their mark, take a look at our white paper.
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