Telcos turn to contextual marketing for growth



The rise of digital technologies has brought in seamless connectivity, ensuing free exchange of information among people, products and machines. Business today is all about tapping this huge trove of information, which is latent, and turning it into insights on customers’ preferences, experiences and desires to better service their needs. .

Communication Service Providers (CSPs) are uniquely placed in this game of gaining customer insights. Businesses across industries are trying to anticipate customer behavior by mining the vast sets of data that consumers leave behind in the way they consume a product or service or interface with a machine. Through analytics, this information becomes more meaningful when we understand customers’ actions in the light of the context they are operating in. CSPs, which are closely connected to their customers through real-time networks and devices, have a huge opportunity in monetizing this data and using them for new business generation.



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