TalkTalk shifts marketing spend to customer comms as brand takes a hit following hack

TalkTalk is pausing its brand marketing to prioritise informing its customers and reassuring them after the company was hacked.

TalkTalk logo ad

The brand was attacked last week by hackers who claimed to have stolen private customer data, including bank details.

However, TalkTalk said today (26 October) that the amount of financial data stolen from its systems was “materially lower” than expected, and that the attack was on its public-facing website and not its core systems.

Nevertheless, a spokesman for the brand told Marketing Week that it is currently putting as much focus as possible on reassuring and informing its customers.

“We want to make sure that people are as informed as possible, which is why we paused our activity around The X Factor and any above the line marketing. We absolutely think that is the right thing to do,” he said.

The brand has paused marketing aimed at driving sales, instead focusing on informing customers using its digital platforms.

“Our PPC spend is now shifting towards informative copy that directs people to the right webpage where they can find out what happened and what they can do to protect themselves in the unlikely event that their data could be used by scammers,” he explained.

“We’re communicating with customers as and when appropriate using channels like email, social and we also have our customer forums that are very active right now.”

The TalkTalk spokesperson was unable to say when normal brand marketing would continue, but that the team would continually assess its options.

“We have to keep certain things going and we’ll review it as the week progresses. But now we’re putting all of our focus on our customers,” he added.

YouGov BrandIndex figures show a steadily decline in public brand perceptions since the news. TalkTalk is currently at the bottom of the overall Index list that includes 29 competitors and which measures a range of metrics including satisfaction, quality and reputation. Its overall score is -14.8, having fallen 10.5 points over the last week.

In terms of reputation and quality the brand once again remains at the bottom of the list, scoring -20.8 and -13 respectively.

  • Hear all about the importance of changing from the inside out and managing brand perceptions at this year’s Festival of Marketing. Taking place on 11 and 12 November there will be 12 stages and hundreds of speakers. Click here for information and to book tickets.

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