1、25YEARS OFINSIGHTSMarketing Trends 2025TELECOM&MEDIAVERIFYOR VACATE2In 2023,pricing promises typically played a more significant role in consumer engagement compared to 2024,with the exception of March 2024 when three major players-Charter,T-Mobile,and Verizon-increased mail volume to stand out with

2、 different price locks.Recently,telecom brands reduced direct mail volumes featuring price lock keywords by 8%year-over-year in June 2024 compared to June 2023.In the wake of the pandemic and rising inflation,providers sought to attract consumers by offering consistency through price locks.As consum

3、ers faced increasing costs across various industries,the appeal of a stable rate,unaffected by market fluctuations,likely stood out and could influence those contemplating a switch.3Since regulatory bodies and competitors scrutinized price lock changes,companies will adapt claims-based messaging to

4、enhance transparency and service appeal.With rising demand for faster internet speeds and newer services like AT&T Internet Air and T-Mobile Fiber increasing competition,providers can elevate messaging by highlighting service reliability and simultaneous activities achievable on a network.While pric

5、e locks will remain,brands will provide details to verify claims-based messaging and prevent competitors from challenging their statements.Trend OverviewTrend EvolutionJanuaryFebruaryMarchAprilMayJune202220232024020406080100120Direct Mail Volume(in Millions)TRENDINGINSIGHTTelecom Direct MailMentioni

6、ng a Price Lock KeywordData includes mailers that mentioned:“price lock”,“price guarantee”,or“price for life”Source:Mintel Comperemedia 1/1/22-6/30/24 as of 8/6/2024Providers acknowledged consumers financial stress in 2023 and used stability-focused keywords,such as“one price that wont go up,”to mai