Interactive
DIGITAL MESSAGING ENGAGEMENT & LOYALTY
Second generation digital messaging efforts can drive stronger connections between the platform and its players at the individual level.
Katie Corcoran, Digital Marketing Consultant OtherLevels
Katie is a digital marketing consultant at OtherLevels, a leading digital marketing platform working with some of Europe's largest Tier 1 Gaming and eGaming Operators. Her experience spans both the gambling and music industries with a particular focus on mobile communications and in-life retention strategies.
For online betting (or “iGaming”) operators to drive stronger player loyalty and revenue results, the number one place to invest their efforts is engagement. Metrics like daily active users, number of installs, number of games played, time per session, and revenue per user may be important to wagering companies’ overall performance, but nothing matters more than how much players interact and engage with the app or site itself.
Engagement reflects players’ enjoyment of the wagering experience at large; the higher the one, the higher the other (and vice versa). At large, the online wagering sector enjoys phenomenally high user engagement thanks to high player activity levels – but when iGaming companies leverage the right marketing strategies that target players’ preferences at the user level, they can drive outcomes even higher - and boost player loyalty in the process.
Second generation digital messaging efforts – spanning channels including app push, web push and local push notifications; interstitials; in-app rich messaging; SMS; and email – can
P106 NEWSWIRE / INTERACTIVE /
247.COM
Driving home the digital message
drive stronger connections between the platform and its players at the individual level. Te key: utilising comprehensive customer profiling to deliver targeted offers to players while meeting all three of the below drivers of engagement and loyalty.
HABIT Research shows that players’ use of a wagering
site as habit can be a stronger driver of activity and long-term engagement than their overall satisfaction with the site. So while that’s not an excuse to slack on consistent product enhancement and other satisfaction-related efforts, it is a good reason to utilise digital
messaging to make your games a stronger part of your most active players’ routines by sending them smart promotions and customised content at exactly the time they like to play.
Especially in a mobile betting environment, timeliness is key to the effectiveness of a marketing campaign; the difference between a redeemed offer and an ignored one can be determined by seconds. With the right vendor partner, companies can use customer profile information to automatically deliver messages to individual players at the optimal moment based on comprehensive data on the customers’ engagement habits at various times.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116