ADT - Delivering The Right Message

Summary

At ADT, our messaging has significantly evolved as we’ve expanded into the connected home market over the past five years. Traditionally, we were known as a burglar and fire alarm company, with straightforward customer engagement. We mainly interacted with customers at two key points: when they signed up, due to a specific need, and when their alarm went off.

However, as we've grown into the connected home space, offering services like controlling thermostats, lights, and cameras, customer expectations have pushed us to improve. Our mobile app now provides a wide range of functionality to meet these new demands.

Marketing at ADT is still focused heavily on acquisition, but we've also shifted a lot of energy toward retention. It's about engaging our existing customers through tools and services that build trust. This high level of engagement ensures that when a competitor approaches, our customers won’t even consider switching, thanks to the strong trust and connection we’ve built with them.

At ADT, our messaging has significantly evolved as we’ve expanded into the connected home market over the past five years. Traditionally, we were known as a burglar and fire alarm company, with straightforward customer engagement. We mainly interacted with customers at two key points: when they signed up, due to a specific need, and when their alarm went off.

However, as we've grown into the connected home space, offering services like controlling thermostats, lights, and cameras, customer expectations have pushed us to improve. Our mobile app now provides a wide range of functionality to meet these new demands.

Marketing at ADT is still focused heavily on acquisition, but we've also shifted a lot of energy toward retention. It's about engaging our existing customers through tools and services that build trust. This high level of engagement ensures that when a competitor approaches, our customers won’t even consider switching, thanks to the strong trust and connection we’ve built with them.