Publications
Publications
- June 2020
- HBS Case Collection
In-housing Digital Marketing at Sprint Corp.
By: David E. Bell, Rajiv Lal and Olivia Hull
Abstract
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions in-house to enhance the company’s ability to respond to the market in real-time. Early results suggested the plan was working, but Sprint continued to face fierce competition from its rivals. Sprint’s subscriber losses mounted as it attempted to merge with T-Mobile. Could digital marketing stem the losses and win consumers’ hearts?
Keywords
Advertising; Online Advertising; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
Citation
Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
