Technology SPORTS-BETTING - PART III
The beauty of the mobile environment is that it sends back to app developers and marketers multiple data points about who customers are, what they do, what their favourite wagering activities are, and how frequently they engage. That goldmine of data is ideal for crafting messages that resonate with customers and can inform the rest of the marketing strategy. Wagering customers can be segmented by wagering activity, sports team, time of day for activity, loyalty status, location and other factors. Segmentation ensures that players will receive content and communications that are tailored to them, not mass-produced and likely to lead to inactivity, disinterest or higher churn rates.
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Test messaging to find what works, and carry it out across all channels: The digital environment also serves as a real-time testing ground for testing, refining and re-targeting messages, based on effectiveness and engagement. A/B split testing is the standard of course, and it can help fine-tune communications that produce results and weed out communications that tend to fall flat or produce less-than-stellar results and income. Marketers need to realise that players are also multi-taskers, and that they might be open to messages across channels, including mobile, digital, online, e-mail, text and others. Marketers must support a variety of channels and message types, as well as the unique and specific data that each channel generates. With a “complete picture” of their wagering customers, marketers can support omni-channel campaigns built on engagement, reinforcement and personalisation.
messages that are pushed to their customers, especially if they want players to notice, pay attention, engage and follow through with engagement, activity and win a greater share of wallet. Messages must be well-targeted, not blanket, they need to be personalised, not mass- produced. Messages must arrive at the right time, in the right language and with content that matches a particular fan, player or gamer and their interests, preferences and mobile behaviours. Content must be optimised for a variety of interfaces – from large computer screens to smaller mobile screens to even smaller watch faces.
Marketers must know and understand who their customers are. Data from the mobile environment provides plenty of data points that can inform, game play and content: location, device type, operating system, and other non-mobile contact information. Paired with CRM data, loyalty program data and other business intelligence, marketers can begin to create entire personas to segment their customers into definable, more exacting groups of users.
l Segment customers and target them accordingly: l
Seize opportunities as they arise: As noted earlier, the only predictable element of the wagering/igaming industries is change. Adept marketers and developers are tasked with predicting the market’s evolution – or at a minimum stay in step with it – to be able to respond, react and adapt quickly to new devices, operating systems, screen sizes, consumer trends, technologies, communication channels or wagering activities. New ideas and trends will continue to appear regularly on the horizon, but they seem to move toward reality at an alarming pace, forcing marketers to stay current with happenings in the mobile space…and poised for what’s next.
What’s clear is that the information and messages that players receive from marketers must be compelling in several ways. Messages must be personal and relevant to that specific player at a specific moment in time. Off-target or ill-timed messages or promotions will be dismissed, and a pattern of dismissals could mean a lost player and higher churn rates.
Communications and interfaces must also be mobile-friendly – ideally suited for a variety of devices, screen sizes or specific activities. Intuitive designs based on simple clicks, swipes or taps of the screen, bolstered by easy-to-follow instructions and frictionless transactions, can make the difference between a frustrated app users and an active, engaged player and potential brand ambassador.
What’s also clear is that the shift toward the mobile environment has arrived and gone beyond the tipping point, not waiting for deeper root or the next big thing in wagering.
Whatever that is, marketers and developers need to be ready so they can stand shoulder to shoulder with customers wherever they lead.
Communications and interfaces must also be mobile-friendly.
Intuitive designs based on simple clicks, swipes or taps of the
screen, bolstered by easy-to- follow instructions and
frictionless transactions, can
make the difference between a frustrated app users and an active, engaged player and potential brand ambassador.
Ramsey Masri, CEO, OtherLevels
Ramsey Masri joined mobile marketing firm OtherLevels as CEO in 2014 to accelerate the company’s growth, including planning and execution of its $7.5 million initial public offering on the Australian Securities Exchange (ASX) in March 2015. Before joining OtherLevels, Masri’s corporate experiences have focused on crafting go-to-market strategies, sales channels and building/rebuilding initiatives for technology companies, including Oracle, Openwave Mobility, Aylus Networks and Formation Technologies.
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