smart thing to do would be to look at ways to target and engage the audience considering Betway during the run-up to the Grand National to steer them to its own site with content relating to the race.
To take it a step further beyond simply scheduling a TV ad to play during the break before the big race, Bet365 or any betting company could boost brand engagement further by syncing social ads to run alongside the TV campaign. Tis double-pronged approach is guaranteed to boost engagement and cover two consumption behaviours – watching TV or on social media – driving punters to its own site over a competitor’s.
LONG LIVE TV TV as a medium will continue to stay king.
However, bookies must wise up to changing consumer behaviour and adapt campaigns to remain connected with their consumers.
Knowing what kind of TV your consumers like to engage with on social media allows brands to grab the attention of TV viewers distracted by their smartphones who are scrolling though social feeds. For example, during the race, Bet365 could personalise its social ads with an update showing which horse is leading or the biggest underdog in the odds in the creative.
By adding this extra element of relevance, brands are much more likely to grab the attention of the right audiences at the right time. It’s about looking at the bigger picture and recognising that marketing strategy and brand engagement is defined by real-time influences.
of conversation, will be far more successful in placing your brand in the mix.
Before the event, social media analysis that 4C carried out, helped to pinpoint which horses were garnering the most attention from punters and quite incredibly three of the horses generating the most social noise eventually took first, second and fourth place on the day.
Clearly, there is more to be said for the power of social insights. Yet while bookies might not be prepared to stake their odds on it today, patterns that emerge through online discussion are an important gauge to bear in mind, when looking to connect with highly engaged audiences in a relevant way.
MAKING ASSUMPTIONS IS RISKY BUSINESS For all brands, successful advertising is about being in the right place and the right time. While the rise in social media may seem like consumers are shifting their habits, consumers still spend an average of 35 hours per week watching live and time shifted television.
However, an ever-growing challenge of
consumer behaviour is the simple home truth that we very rarely sit through a TV programme without checking our social media channels, especially during the ad breaks. But this change in behaviour isn’t a reason to cut TV spend altogether.
As consumers become predictably unpredictable, marketers simply have had to get savvier when it comes to placing ads, not cut their chances by cutting out mediums. To succeed, brands need to get know their consumers’ online and offline behaviours when watching TV and make the connection between these two worlds.
For example, proprietary metrics synthesised from more than 2 billion consumers across the 4C Insights Affinity Graph™ show that betting sites Betway and Bet365 both enjoy a closer social affinity with the Grand National than William Hill. In short that means, people who like and regularly engage with the Grand National on social media channels are more likely to place their Grand National bets with Betway than another bookmaker.
So how could Bet365 use this insight? Well, the
As more screens are added to our daily lives, brands need to be able to keep pace and shout the loudest, without risking consumer relationships by becoming a pest. Tat’s why it’s imperative they hone their efforts on the moments that will driver buyers through the purchase funnel quickly and unobtrusively.
RELIABLE RESULTS FROM UNRELIABLE AUDIENCES Brands cannot rely on just one medium to make a meaningful impact. Te outdated view that “so many million” have seen an advert on TV is a dangerous way to measure how many people have actually engaged with the brand.
What will maximise your chances is using technology to manage social budgets more wisely so that it can drive engagement with pinpoint accuracy around TV air times.
As consumers increasingly split their time between different channels, brands cannot be sure their TV ads will catch every eye of their desired audience. Instead, it’s a safer bet to make all mediums work hard to support each other. Tackling this issue first, rather than the cost sheet, is the thinking that will define high returns from here on out.
NEWSWIRE / INTERACTIVE /
247.COM P73
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
