Broadband is not catering for business needs

The need to combat consumer confusion over broadband services (MW September 9) should encourage broadband providers to also re-evaluate their business-to-business marketing activity. While consumers seem enamoured with price, broadband providers need to be much more intelligent in their chosen messages to business customers.

The business audience is extremely diverse, and different companies will have very different needs from broadband services. While a design agency may need a large bandwidth to allow them to download creative files, a large office may need multiple access for all of its employees.

But a “broad-brush approach” in marketing-to-business broadband means providers fail to personalise their marketing messages to customers’ needs.

To truly realise the potential of the business market, broadband suppliers need to specialise their marketing activity to combat each organisation’s specific needs. Companies can be targeted with direct mail alongside broader advertising, which has been personalised to convey the benefits of the broadband service that would most suit them.

And by utilising commercially available data sources, such as Royal Mail’s Business Changes File, broadband providers can identify business customers that have moved to new offices or that have just started up, and are therefore more likely to be looking to engage a broadband service.

Consumers continue to sign up to broadband in droves, but the “broadband revolution” for businesses will come through educating them as to the medium’s true potential, with personalised and targeted communication reflecting needs on an individual level.

Richard Roche,

Head of multi-channel retail and media markets

Royal Mail

London EC1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here