Embed Size (px)
Citation preview
The Balanced Marketing Ecosystem: Using Traditional & Digital Marketing to Maximize Your
Acquisition of New CustomersAllan Petrilli
Manager of Affiliate ServicesIncome Access Group
Introduction
Setting the stage
Current market and evolution
Digital marketing channels – what you need to know
Tying offline and online marketing together
Questions
PRESENTATION OVERVIEW
Land based properties
Racetracks and casinos
Online gaming websites (real money and free play)
• Run by provincial Governments
• Offshore accepting Canadian players
• Rogue from within Canada
Social gaming
Through traditional social platforms
Web based games
CANADIAN ONLINE GAMING– AT A GLANCE
2004: B.C. began offering online lottery tickets and sports betting
2010: Loto-Quebec introduced online poker and casino-style games for its residents
2010: British Columbia, through the British Columbia Lottery Corporation (BCLC), became the first Canadian province to open an online casino to its residents
2013: The BCLC, Loto-Quebec and Manitoba Lotteries joined the Canadian Poker Network, which is the first regulated poker network in North America, enabling gamblers based in these provinces to play at the same online tables.
2013: To date, the RCMP hasn't brought a case forward against an offshore gambling operator
2015: At present, every province in Canada is able to permit, license and regulate its own online gambling sites
CANADIAN ONLINE GAMING – AT A GLANCE
CANADIAN ONLINE GAMING – AT A GLANCE
Considerations of each market:
Legislation – impacts on marketing, content, market growth
Geolocation, content, and payment processing – limitation on market growth
Population – impacts on appetite for market entry and saturation
Taxation – profitability and growth
Marketing – ability to create a balanced marketing ecosystem
THE STATS - REVENUE
Canada is 4th in the world with total gross gaming revenue per capita
$14 billion in revenue
CANADIAN INTERNET USAGE TRENDS
In 2013, Canada led the world in web page visits/month, and second in hours spent online. 87% of households have an internet connection
THE STATS - MOBILE
THE STATS - MOBILE
THE STATS – ONLINE USAGE
THE STATS - MOBILE
Millennial Media and comScore report that 56% of online content is now consumed via smartphones (44%) and tablets (12%) while just 44% is consumed on desktop computers.
Streaming Radio: • Mobile = 95% (79% smartphones and 16% tablets) • Desktop = 5%
Games: • Mobile = 85% (79% smartphones and 6% tablets)• Desktop = 15%
Social Media: • Mobile = 72% (61% smartphones and 11% tablets) • Desktop = 28%
Weather: • Mobile = 70% (61% smartphones and 9% tablets)• Desktop = 31%
Retail: • Mobile = 53% (39% smartphones and 14% tablets)• Desktop = 47%
THE STATS - MOBILE Canadians are now spending more time in mobile
devices than desktop online browsing
According to Google, 9 out of 10 smartphone users start a session on one device and finish on another. Because of this, Cross-platform is integral to marketing approach in 2015.
There is a need to merge gaming channels. There needs to be a cross-over between when the player leaves the venue and is no longer able to play for real money and when they go home to play with virtual money (Or real money)
Mobile App Usage is Dominating the Mobile Web: app Store Optimization is vital acquisition tool
DIGITAL MARKETING – WHAT ARE WE TRYING TO SOLVE?You want to:
Reverse effects of declining property traffic
Increase revenue
Integrate your offline and online marketing strategies (or build online strategies)
Convert offline traffic into online, and vice versa
Grow, develop, position and expose your brand
WHY IS DIGITAL MARKETING IMPORTANT Differentiation and brand identity is essential
Customer Engagement
Expanding your reach
Converting non-gamblers through education and awareness
Increasing the profitability of existing customers
Increasing brand touch points and accessibility
Collecting customer feedback
And of course…. KEEPING YOUR CUTOMERS ENGAGED ONCE THEY WALK OFF PROPERTY
DIGITAL MARKETING – GETTING STARTED Consider your goals
• These are long-term
• They tell you where you want to go
• Be specific and realistic
• Make sure your goals are always in line with your online mission
• They help you improve your company’s overall effectiveness
DIGITAL MARKETING – GETTING STARTEDConsider your goals
Consider your objectives
• These are short-term
• They tell you how to get there, they guide you
These are the steps you take to achieve your goals
Consider your resources and budget
• Do you have the resources available?
• What is your budget?
• You have to ask yourself “who’s responsible?”
• i.e., who will take charge of this project/transition?
• Who will be the point of contact?
DEVELOP YOUR PLAN…
Based on your goals, objectives, and budget (answered above), you now have the foundation for your online marketing strategy – but how will you execute it?
The next section will review the different digital strategies that your plan should include
KEEP IN MIND…
The following digital strategies, while independent of each other, have a much higher rate of success when leveraged as a group
In order to perform this online transition, the following tactics, or marketing channels, need to be implemented: Player website SEO PPC Media Buys Email Marketing Affiliate/Performance Marketing Social Media
Blogs, Forums, Videos, Twitter, Facebook, LinkedIn, Instagram/Flickr
Each of the above tactics has pros and consDepending on your strategy, some of these tactics will be more valuable
DIGITAL MARKETING – KNOWING YOUR OPTIONS
Channels Audience (Database) Effort Costs Results
Organic search External, Internal *** * Long-term
Database marketing Internal * * Short-term
Social media External, Internal *** * Long-term
Pay per click External, Internal * *** Short-term
Paid media External * *** Short-term
Affiliate marketing External *** * Medium-term
Paid social External, Internal * *** Short-term
SMS marketing External ** ** Short-term
Traditional media External, Internal *** *** Medium-term
DIGITAL MARKETING – GETTING STARTED
SEO Search Engine Optimization (SEO) is the use of various techniques to improve
a website’s ranking on search engines, ultimately to attract more visitors
Considers how search engine algorithms work
Websites compete for attention and placement in search engines
Second most important digital channel for digital lottery acquisition
Content quality + value to players
User experience +
User interface
Spider accessibility + canonical content use
Internal link architecture
Keyword research + targeting
SEOPros:
Low cost
• The financial investment for SEO is low, other than time
Permanence
• SEO results, once gained, have long-lasting effects
Cons:
Long term results – which could impact brands looking for quick traffic wins
Requires continuous maintenance
Time consuming
Vulnerability to changes made in search engine algorithms
PPC Pay per click (PPC) is an advertising
model, or online campaign, wherein a website pays a set amount (bid price) whenever someone clicks on their ad.
PPC and SEO strategies should be considered together when developing an online marketing strategy
• Visibility
• Share keyword data
• Strategic organic keywords
Top Channel for Digital Lottery Acquisition
Your PPC Campaign
Monthly PPC reporting
Keyword grouping
Keyword bidding
PPC ad copyright
Daily account management
Identifying PPC budget
PPC ad geo location targeting
PPC keyword research
PPCPros:
Speed
• Ad campaigns can be employed quickly – but do still take time to grow
Measurable
• Results can be analyzed for optimization
Lucrative
• Using the right keywords can be rewarded
Control
• Ability to control budgets and ensure you are spending to your means
Cons:
Temporary benefits
Can be costly
Google policies
MEDIA BUYS A media buy is the purchase of advertising in a media venue, such as
newspaper, TV, radio, video, social or website (banner ad).
Involves the planning, negotiating, purchasing, and tracking of the media-buying results.
Media-buying should reflect product branding and connect customers with the brand experience.
Media purchases target specific audiences to boost:
• Traffic!!!
• Brand exposure
• Customer loyalty
• Trust
MEDIA BUYSPros:
Targeted Traffic
• You can direct your media buys at your niche market
Efficient
• Quick traffic. You can also test player journeys, organize long term campaigns, etc.
Brand Awareness
• Your presence in different venues helps promote your brand
Cons:
Can be costly – unlike PPC, you can potentially spend money without any visits
ROI can fluctuate if the campaign is not monitored closely
PPC AND MEDIA BUYING: IMPORTANT CONSIDERATIONS Put thought into your ad copy – clicks are worth nothing if the user clicking
doesn’t understand what you are selling
Customer Journey – don’t waste clicks, ensure that you landing pages and sign-up process are simple and straight forward
Targeting – important to start small and spend on geo’s that you are strong in
EMAIL MARKETINGEmail marketing involves sending your affiliates a direct, personalized communication, with their specific needs in mind.
Pros:
Simple
• Emails are easy to do
Valuable
• Sending relevant communications produce solid responses
Low Cost
• There is little investment required if you already have your own property lists.
Cons:
Can be considered SPAM if not properly operated (CASL)
Blacklisting
AFFILIATE / PERFORMANCE MARKETINGPerformance marketing is a business partnership between merchants and affiliates.
Pros:
Affiliates are experts, and understand the industry very well
Act as a brand ambassador
Both an acquisition and retention partner
Payment based on performance
Challenges:
Needs support team
Needs transparency
Needs reporting
SOCIAL MEDIA Social Media are tools that allow people to
create, share or exchange information, ideas, and pictures/videos in virtual communities
Communicates brand personality and authority, and builds relationships and trust through engagement
An alternative to traditional PR channel
Ability to communicate about products and services in a medium that adds value through content
Great medium to connect with a younger demographic, as well as aging demographic that have disposable income
THE STATS - SOCIAL
Millennials consume significant amounts of social media – with highest being Snapchat!
THE STATS - SOCIAL
No surprise that social network Facebook drives highest volume of traffic of all social platforms.
THE STATS - SOCIAL
Studies show social media is a medium to find out what friends are doing – representing a great acquisition tool.
SOCIAL MEDIA - BLOGSPros:
Develop personality: put forward views and philosophies
Develop brand and authority
Build relationship, trust
Ability to communicate about product and services that cannot be traditionally explained in web
Cons:
Can be time consuming, especially for novice writers
Communications can sound too much like a sales pitch
Negative comments
• Always respond/address negative comments, to minimize damage and secure relationship
SOCIAL MEDIA - FORUMS(i.e. discussion boards, message boards)
Pros:
Popular medium for affiliates and customers
Ideal place to share industry expertise/knowledge
Good source for increasing credibility
Cons:
Requires a high level of moderation; maintenance requires time investment
Negative comments unfounded
SOCIAL MEDIA - VIDEOSPros:
Popular medium
• As of October 2009, YouTube reached 1 billion views a day
Easy-to-view
Control branding and marketing message
Cons:
Attention span – videos need to be short and to the point
Searchability of video not as sophisticated as written social media
Can be a costly investment if you don’t have resources
• Development
• Editing
• Hosting
FACTORS FOR SUCCESS
Brand: trust, honesty, Product: consistency,
delivery Campaigns that engage Management of your
database
Dedicated and engaged acquisition team
Exclusive engaging promotions Solid retention and loyalty
programs Exceptional customer service Prompt, reliable payments
OTHER FACTORS FOR SUCCESSRecommended marketing ecosystem:
Mass market (above-the-line):TVPrintRadioBillboardsAd networks (online and
mobile)
Targeted (below-the-line):SEOPPC
Social mediaAffiliatesEmail/content marketing
Digital marketing channels offer the ability to track and measure ROI clearly of marketing spend
THE VALUE OF DIGITAL MARKETING: RECAP
You don’t need to do it all Work with current assets Analyze your resources Evaluate your budget Understand your customers’ engagement with online
marketing Start small and experiment Measure ROI and understand what works
THE VALUE OF DIGITAL MARKETING: RECAP
Digital marketing is part of an integrated strategy:• Combining short and long-term objectives• As part of an overarching strategy leveraging online and
offline tactics
Aim of increasing reach, brand visibility, accessibility and customer engagement
Phase 1: Internal Assets
Phase 2: External Acquisition
SUMMARY - HOW TO BUILD A STRATEGY1. Beginning with existing channels and content2. Evaluating performance of existing channels.3. Analysing current customer database, according to demographics, etc. 4. Segmenting ad/marketing campaigns according to customer segments – offline versus
online campaigns; campaigns targeting younger demographics, etc.5. Diversifying acquisition strategy to include broader range of channels.6. Integrating existing channels with new channels (PPC ads, affiliates, app marketing, ASO,
social media marketing, etc.)7. A/B testing on all channels.8. Tracking on all channels to then optimise and recalibrate strategy accordingly.9. Need for constant re-evaluation.9. Three pronged strategy:
• Acquisition of New Customers • Cross-platform marketing to existing customers – e.g. converting retail lottery
players into online lottery players; converting land-based casino into social/online players
• Retention/reactivation of customers/players.
