AT&T is among the well-known telecommunication companies located in the United States, which operates on a global basis. The organization continues to make strategic investments that align with the changing nature of the modern market dynamics and customer demographics. The services carried out by the organization are not limited to the US to the whole world at large. The organization depends on specific promotion strategies even though it has a well-established market. AT&T carries out its promotion in a variety of ways. It indulges in marketing through online platforms because the company has an online store that sells electronic gadgets that include mobile phones. It is, therefore, possible for people to find the company’s products through online platforms. At times, the organization advertises its services through the electronic products that it displays as a way of promoting itself. It uses people to spread information about its products and services through word-of-mouth. This strategy has enabled it to reach out to a massive group of clients, especially in the United States.
The organization advertises its products and services through the media. Television services and online videos as the most effective modes of advertisement. The organization’s advertising business’s foundation is Ad Works, which sells targeted TV ads on various television stations (Belch & Belch, 2003) . The organization already gained publicity through word of mouth for the clients who get satisfied with its products and services. In general, the most effective advertisement model that enhanced the publicity of AT&T is by word of mouth through the customers that got satisfied with the company’s products. Regarding the fact that the organization deals with electronic devices, it conducts its sales promotions mainly by providing cheaper services such as unlimited data, whereby the clients can stream without using data.
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AT&T has a competitive advantage that is enhanced by promotions. The organization provides offers on its products by selling them at a much lower price than the competitors. The organization thrives in the competitive market through sales promotions that allow clients to walk away with an additional gift after purchasing a product. This practice has scaled up the sales and helps the organization to attract more clients. Individuals would go for cheaper products that are of high quality. Promoting its products through online platforms helps the organization to reach out to a large group of people. Most individuals are familiar with the organization’s products through its ability to promote their services by word-of-mouth
The fact that the company enhances the promotion of its products through low prices has made it among the leading organizations ahead of the competition. It takes advantage of the products’ promotions to make more profits by selling on a large scale. The organization continues to gain more customers across various segments that include those who take advantage of post-paid services. The competitive pricing strategies adopted by the company attract more clients and boost their revenue. Another promotion strategy adopted by the organization is offering its clients free data on various occasions, enabling it to have a vast pool of clients that depend on its services that most of the other telecommunication companies (Bowman & Gatignon, 1996).
The fact that AT&T has gained popularity in the global market gives it a strong reputation, which puts it ahead of its competitors. The strong image that the company acquired through promotion by word of mouth has enabled it to gain a competitive advantage. The company’s promotions carried out through the web, and social media platforms continue to put it ahead of its competitors. Additionally, the organization utilizes its large global scale to enhance more sales through social media promotions.
References
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective . The McGraw− Hill.
Bowman, D., & Gatignon, H. (1996). Order of entry as a moderator of the effect of the marketing mix on market share. Marketing Science , 15 (3), 222-242.
