DIGITAL STRATEGY
Digital Marketing Strategy for Online Gaming Websites
Andrew Banks, Managing Director of Squeeze Digital Marketing, talks digital strategy for e-gaming propositions.
D
igital marketing strategy isn’t as high level is it sounds. Put simply, it’s defining a plan for attracting, engaging, converting and retaining customers through digital channels.
This process is cyclical and on-going and should
always be refined as your business progresses - but at the heart of this is a core consisting of your product and brand around which this process revolves.
A highly competitive sector E-gaming is competitive and has been for a long time. This shows no sign of changing, with the range of products increasing, more operators getting involved and larger operators having increasing marketing budgets. There are also a number of operators that haven’t entered the online arena - but it’s only a matter of time before they do. Looking to other sectors it’s clear how competitive e-gaming is, with casino, bingo and poker each being more competitive than mortgages, credit cards or any other financial term. The only other market with more competition is the adult industry. With high competition often comes high traffic volumes and for operators with the right strategy this means a great opportunity.
Why getting strategy right is so important
Regardless of the industry, strong strategy drives
co-ordinated tactics that drive a greater response. Digital marketing services are often bought in isolation, and although a co-ordinated approach may exist it’s often lacking a strategy and integration across channels. When multiple agencies and in- house teams are working on different digital channels, achieving co-ordination with the strategy can be difficult. With digital marketing no channels work in isolation and no tactics fit into one stage of the process. Social influences search, conversion rate optimisation influences almost everything, eCRM aids conversion and retention. Without a co-ordinated strategy considering how each tactic works together, synergy won’t be achieved.
makes digital marketing strategy more important
Lack of product differentiation One area where online gaming struggles is a lack of
product differentiation. With so many operators running online casinos, bingo and poker on the same platform it’s no surprise that the vast majority of
70 MAY 2012
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