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Verizon's Awakening

Verizon is finally emerging from a slump in which he has been stuck for several years. He seems to be on a way back, thanks to his new advertising campaign. After following the company for decades, I noticed that suddenly, it starts to blow again. That's what he should have done since the beginning.

Verizon and Verizon Wireless made a lot of missteps, blunders, and errors past years, but it seems as if the company was finally taking a different route.

Verizon and the wave

The secret to success in the world of marketing, advertising and public relations is simply this: Create a positive wave of topics for the market. Always be on the side of growing the wave. The alternative is the downward side of the wave.

If you do not talk to the market, it will find something in itself, and it's never so pretty.

What Verizon has done recently is a good start, but it must continue to inject positive ideas into the market to steer the conversation to a positive tone. If it puts information on the market, the conversation often remains on these topics – especially if there are no high profile blunders.

The media can not write unlimited stories about a particular company. What is covered often is what is in everyone's mind.

If a company does not put ideas on the market, then the media will find other stories, and that's where things can get very messy, very quickly.

Successful companies provide positive topics to write about and talk about. They also avoid making mistakes that will attract attention. Companies that do not play well this game usually get a bloody nose – and this can be expensive in market share, stock price and industry position.

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In recent years, Verizon has not added any positive story ideas to its mix, so journalists have focused on other stories. Verizon's mistakes have only added to his pain. The stories were not generally positive.

In the past, Verizon has been the company at the center of various problems of its own creation – such as the removal of local telephone service and the switchover to wireless. At times, he did not seem to know where he was going in the next few years.

He acquired companies like AOL and Yahoo, with all kinds of security problems, which further tarnished its luster.

The identity of Verizon

Verizon has not clearly defined its position in the coming years. Will it be a telephone company? A wireless business? An e-commerce network like Amazon? How do AOL and Yahoo, two of the fastest growing companies, help Verizon get where it wants to be?

After years of rather negative coverage, I saw an inspiring Verizon TV ad. It is positive. It's full of hope. It shows how Verizon is one of the most powerful companies at the center of the world of innovation.

For the first time in more than years I remember, I had a positive feeling about the company. This advertising is the kind of winning commercial for which AT & T is known. He did not sell anything. He just told a story about how tomorrow will be brighter and how Verizon will be a player, leading the way.

Verizon's new advertising campaign shows doctors using robotics to help patients remotely. It responds to the need to make cities smarter and greener. This refers to the smart asphalt. He mentions the maintenance of the food chain in complete safety. This highlights Verizon's role at the center of it all.

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Ads like this make viewers feel good. They offer a bright spot. For the first time in a long time, an inspiring message comes from Verizon. Can the company continue? Does this indicate a reversal to Verizon, finally?

An important point

The new ad campaign represents Verizon's transition from a wireless telecommunications company to a central role as a leading technology brand, according to Diego Scotti, Verizon's marketing director, via Smart Cities 39, Internet of things, telematics, etc.

I hope Verizon will achieve its ambitious goals, but I do not want to pick up speed. Although these are great aspirations, success will require Verizon to collect what made its success a decade or two ago. I hope it will be twice a thunderbolt.

The bottom line is this: I hope Verizon will return to the type of marketing, advertising and public relations that has made its success over the past two decades. These things can succeed again. The company needs to improve its position with the influential media community and analysts. He seems to be on the right track.


Jeff Kagan has been a columnist for the ECT News Network since 2010. He focuses on the wireless and telecommunications industries. He is an independent
analyst, consultant and speaker.
Email Jeff.