Promotion in iGaming Sphere: Issues & Marketing Solutions
Aug 02, 2019 09:38
There has been a rise in digital marketing, especially for online casinos for real money operators. Traditionally, marketing strategies such as television campaigns and merchandise branded with company logos have occupied a considerable portion of the arsenal of marketing strategies of gambling operators. In recent years, however, there have been a series of implementations of legislative changes on these traditional mediums of gambling advertisements have resulted in a fall in revenue in the physical betting stores. As a result, many gambling operators have taken their physical business into the online world, and have invested more into digitalized forms of advertisements.
Rise of the Digital World
Innovations in technologies over the years have permitted multiple industries including casino operators to deviate from traditional mediums of marketing such as television commercials, into digitalized forms of marketing such as social media marketing or even mobile apps. Casino operators are also tapping into Search Engine Optimization (SEO) copywriting to ensure that their brand name tops the search list. This requires the manipulation of keywords, content generation in attracting leads, and also building linkages. Nevertheless, similar to traditional forms of marketing, digital marketing has its own difficulties as well for casino operators. One such problem is measuring the success of the campaign. Without proper analysis of the success or failure of the campaign, it impedes the marketing strategy of a company. Fortunately, the field of data analytics provides a good way for casino operators to analyze the success of their digital campaigns through multiple data points. While the data analytics is a relatively new field, it is growing at an exponential rate and will, therefore, be able to provide more accurate analysis and results for casino operators.
Brand Building: The key to building trust
A key ingredient in surviving in every market is about building the trust between the company and its consumers. Strong branding is what ensures a company’s survival in a throat-cutting market of gambling operators. The rise of technology has not only to help in improving a company’s outreach to consumers but has also provided consumers with an even more extensive array of choices. This has dampened consumers’ loyalty towards a particular brand or company. Thus, the key is to sustain and build upon consumers’ commitment through consistency and service. One of the best ways of showing customers casinos good attitude is to offer them a generous welcome bonus (if you’re looking for those, you can check this no deposit bonus online casino list at Casino HEX), but even that won’t make visitors stay if the great service won’t be provided. This is where marketing strategies become essential in conveying the messages of the company to consumers.
A strategy I: Content Marketing
Content marketing, as the name suggests, focuses on the generation of exciting and relevant content to consumers. In addition to that, the content needs to be embedded with the branding of the gambling operator and what makes it stand out as compared to the other operators. Such content is then being propagated to consumers via social media, gambling sites, mobile apps, or any gambling-related websites. It is not an easy feat, generating content, and that is why gambling operators spend hefty sums of money in hiring experienced copywriters. Nevertheless, the returns from content marketing have been one of a critical success factor for multiple casino operators, especially in lead generations.
Strategy II: Social Media Marketing
Among the multiple mediums in digital marketing, social media is the preferred choice by various casino operators. The usage of interactive multimedia content such as videos has proved to be extremely useful. The usage of algorithms has allowed casino operators to target their ads at fans rather than mindlessly blasting it to everyone. Casino operators are also able to engage consumers better and building long and sustainable relationships. The usage of multimedia has also widened the engagement and traffic flow to their websites.
What’s next for digital marketing?
There are, of course, challenges to digital marketing, which includes internet penetration in certain areas, legal barriers, technical issues, and reaching the right target audiences. However, the world of digital marketing has only just begun. As technology continues to improve, digital marketing will gradually become more personalized, more targeted, and optimized, especially with incorporation technologies such as augmented and virtual reality. This will definitely then result in better lead generations and subsequently, better conversion rates from advertisements to sales. Nonetheless, this would also mean a more competitive marketing world for casino operators and copywriter in generating unique and engaging content.
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