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