why use digital marketing? what is ‘digital marketing’ Digital marketing, also know as online...

why use digital marketing?

what is ‘digital marketing’

Digital marketing, also know as online marketing, web marketing and e-marketing, is in its simplest form the promotion of a product or service using the internet, email and wireless media. This includes:

• Websites• Online advertising and Pay Per Click (PPC)• Email• Social Media• Online PR• E-Customer Relationship Management (ECRM)

what are the benefits of digital marketing?

• It is easily measurable• It is fast• It is easily adapted• It is relatively low cost• Response rates are higher than other traditional channels• There are no geographical limits• A large audience can be reached• Things can ‘go viral’• Everyone is doing it!

the crackerjackpot digital strategy

the microsite

• At the heart of the Crackerjackpot digital marketing strategy lies the microsite

• Makes it easy for new members to join and play online• The microsite provides existing customers with a ‘my account

section’ to manage their lottery account, top up, see their play history etc.

• The microsite is centred around an appeal campaign – this gives people something to get behind, a quantifiable mission and provides a platform for social media integration.

• Mobile optimised

driving traffic

• Google Adwords and the Google grant • Search engine optimisation (SEO) – more than just

organic rankings• Social Media – Facebook, Twitter and YouTube • Email• Online PR• Offline marketing activity

creating an income stream

• Leading the eye towards the pay and play area of the site – maximising conversions through user journey

• Prompting online members to top up via email • Spending £750 per month on online advertising plus

internal management time• Targeting 150 new members a month via online

channels – this won’t happen all at once! Sliding scale. • Saving money on admin costs