Why is Telecom Marketing missing My generation?

I'm a young professional who has been working in the MVNO industry for the past two years. I know that many of the people reading this have been in the business far longer than I have and understand it infinitely better. But there is one thing I do bring to the table: I'm the type of customer many operators are trying to attract.

And it's something I have been thinking about for a while.

I'm speaking from the perspective of Spain, where I live. When I try to think back, I can't remember a single mobile operator campaign that has genuinely stuck with me. Of course, I see telecom advertising every day, but there's a huge difference between seeing an ad and having a brand present in your mind.

The only thing that has really stuck with me (and I don't think I'm the only one) is receiving sales calls in the middle of the afternoon trying to sell me a new mobile plan.

Where My Generation Spends Its Time

I'm not writing this to point fingers. I'm convinced that every marketing strategy is shaped by decisions, budgets, and performance metrics that aren't always visible from the outside. But that's exactly why I keep coming back to the same question: if the thing I remember most is a phone call I never asked for, while I can't think of a single operator that stands out on the platforms where I spend hours every day, what is not working?

When I think about Instagram, TikTok, or YouTube, I immediately think of banks, fashion brands, food companies, or tech brands that have found a way to become part of the conversation. I also think of companies like Holafly, Airalo, or Saily, but they're playing a different game. They focus on international travelers and have highly targeted marketing strategies. That's why I find it interesting that I remember those brands more easily than mobile operators whose services are, quite literally, available in the country where I live.

And I'm not talking about simply creating a TikTok account and uploading a video every now and then. I'm talking about building a genuine brand presence that people remember. Those campaigns may well exist and simply haven't reached me. But if someone who works in the industry and pays more attention than the average consumer, can't recall them, perhaps they aren't as visible as they could be.

A Question for Every MVNO

Meanwhile, sales calls achieve something undeniable: people remember them. They leave a lasting impression, even if it's because they interrupted your day.

And that brings me to the question I keep asking myself: why is the marketing channel I remember most the very one that fits the way my generation consumes content the least, while the platforms where we spend our time play such a minor role?

If you're an MVNO, perhaps it's worth asking: are you investing in the channels your target audience is most likely to remember?