Practical Marketing Academy


Building Confidence and Marketing Impact Marketing expert Paul Rees has launched an innovative new course designed specifically for junior


marketers and those without formal marketing training in the gaming industry. The Marketing Strategy Planning and Implementation online course is offered through the Practical Marketing Academy. G3 speaks to Paul about his goals for the programme.


Paul, what in your view are the specific pain points marketers face in the gaming industry?


Tere are several challenges I’ve identified: Firstly, as in other sectors, there’s often a marketing credibility issue—marketing is frequently seen as disconnected from business objectives (you still hear terms like ‘the colouring-in department’). Secondly, there’s a challenge regarding the lack of measurement of marketing activities to assess their impact on sales (or brand). Tirdly, the focus is often on tactics without a guiding marketing strategy. In many cases, marketers have not previously had formal training, which can lead to a lack of confidence in justifying their marketing activities.


So, what do you see as the key issues with just focusing on marketing tactics, without a strategy?


Well, firstly I think it’s worth briefly clarifying what marketing strategy is, as there’s often a misconception about it. In simple terms,


a marketing strategy includes a number of key elements such as: u


Your target audience u Your offer or proposition


u Marketing objectives (aligned to business aims) u Messaging


u and, marketing channels to reach your target customers


Your marketing strategy is a roadmap that guides your marketing efforts, aligning your marketing goals with your overall business objectives.


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Terefore, just focusing on tactics without first shaping your strategy


leads to: u


u


Poor Targeting: campaigns that don't effectively reach or resonate with the intended audience.


Short-Term Focus: Tactics without strategy often lead to a short- term mindset, like clicks or leads, without considering long-term goals like customer retention or brand loyalty. u A Lack of Direction and Consistency.


u


Wasted Resources: where time and money are spent on campaigns or channels that don’t align with business objectives, this results in inefficient use of budget and effort.


u


Difficulty Measuring Success: without (KPIs) that align with business goals, it’s harder to measure whether the tactics are truly delivering value.


In your view, what factors contribute to the focus on tactics over marketing strategy in B2B betting and gaming?


Many marketers today (not only within betting and gaming, but across all sectors) enter the field without formal marketing training, often learning on the job or transitioning from other roles. As a result, they may lack a foundational understanding of marketing strategy and its critical role in driving long-term success. Instead, there’s a tendency to focus on tactics—such as social media campaigns, email marketing, or paid ads. While tactics are important, without a well- defined strategy, they often become fragmented efforts that lack cohesion and fail to deliver sustained results.


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