Te battle to increase engagement via strategic digital marketing efforts is one that’s been in flux for years - without the industry really acknowledging or


reacting to it. Te big thing recently has been one to one messaging, which ties into the release of our instant messaging service earlier this year.


PAUL CRISP Chief Marketing Officer Symplify


Increasing Engagement The Craft of Message Communication


After recently launching its new Instant Messaging service, Paul Crisp, Chief Marketing Officer at Symplify, casts an eye over the evolving landscape to increase engagement via strategic digital marketing efforts.


One of Symplify's first customers at the turn of the millennium was LeoVegas who, for me, were one of the first gaming operators that really sought to change message communication in the industry. Tey were a mobile centric business which, at that time, came with many restrictions in terms of what you could write, be that the nature or length of the text involved. Te ingenuity of the solutions which followed ultimately stemmed from attempting to address this challenge.


Effectively, as a company we asked: how do we get people to engage when we're not able to use an Email? Around the dawn of the iPhone, we created a nice little piece of tech in the editor which could tell you how far Email recipients scrolled. Tis would give an idea of what they were reading and where their cursor settled. We found that in most cases this was just the headline. Now more than ever, people use their Email inbox centrally as an App notification. When I go through my Emails, I read the subject titles and who has sent the Email to decide: is this of importance or relevance to me? Is this something I've got to read? As such, most of my sorting is done on the lock screen.


52


Tere's constant competition for attention and operators are more receptive to the fact their users are savvier than they used to be. We know what companies can and can't say to us. We're aware of how banks can communicate with us. And if we see something which we think is unsolicited we can and will act – something which wasn't the case a decade ago.


Our clients are increasingly asking us for means to establish how individual users want them to communicate. Using a personal example of what happens when this is done wrong, I fly a particular Nordic airline a lot. When I’m receiving an SMS, an Email, an App push, I'm being bombarded with gate information because there's latency on each channel. It becomes stressful and annoying, so what do I do? I switch it off. In the same way, betting operators have had to adapt, become more nuanced and review their shotgun approach to marketing communication.


At Symplify we’re always looking at engagement. Tat's our flag, if you will. We enable clients to track everything they send to customers. How many players are being activated by X channel? How


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  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138