Te changes in regulations globally are opening up new commercial growth opportunities, meaning that now is the time for the sports betting and iGaming industries to add rigour to their marketing campaigns. Te keys to building effective marketing campaigns are to be able to create an aligned marketing strategy, stay focused on that strategy and then drive home that focus with consistency.
Modern marketing includes a plethora of digital channels, formats and events that can become overwhelming when creating a marketing strategy. With the influx of social channels, each with varied preference in different geographical locations, businesses can become confused about creating tactics that don’t align with the overall business strategy.
However, when we take the time to pause (just for a moment), at Cittadina Marketing, we find that our most successful clients are those who can clearly state their business objectives and allow the time to collaboratively create an overall marketing strategy to reach those objectives. Strategy is made up of multiple tactics and each should be aligned to a business objective.
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While the landscape has evolved, true marketing strategy is still built on the classic 4 Ps: product, place, price and promotion. Each company may rank the importance of each P differently, but as a Xoogler (ex-Google), I believe strongly that product is everything - what are you delivering to a desired audience? What pain are you solving? And how are you delivering that message in a simple, relatable way? At Google, we used a phrase to simplify the process: Know the User, Know the Magic, Connect the two. Simply stated, why is your product awesome and why will your user want it? It’s no different in gaming whether you are focused on player acquisition or integrating your B2B product into a gaming platform. Why, simply, will people want your product? Technologists tend to overcomplicate this offer and you’ll see terms like ‘innovative’ ‘collaborative’ ‘future-proof’ in their advertisements. Tese terms mean nothing in a modern parlance and quickly lose the audience you’re looking to impress. Always consider the insights that you have on a user and use language that will appeal to the pain you are looking to solve for them.
Place and promotion is where unstrung tactics thrive (and there’s
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