FIGARODIGITAL.CO.UK
The
Of Marketing
approaches have adapted to the modern consumer’s need for a digitally integrated world.
Figaro Digital looked back at the pre-digital world of branding, and investigated how these
Ladbrokes
A brand that has been in business for over 120 years, Ladbrokes is centred in an industry which is constantly changing; even more than most. Gaming laws are constantly iterated and amended, as are the advertising standards that run alongside them. “Ladbrokes is without doubt the best known brand in betting in the UK. And, while we have been through many changes – And, nor has the public’s desire to back their own opinions from football, to racing, to politics, to snow at Christmas or summer heatwaves,” Kristof Fahy, CMO, Ladbrokes tells Figaro Digital. “So, while the image of
Ladbrokes has gone through many iterations – the fundamentals of our business haven’t. That
Evolution
The industry is, and always has been, ever adapting to its audience. Now deep into the digital age, it’s bizarre to think that our campaigns once relied solely on display marketing – yet as new, streamlined techniques have come in to being, marketers still focus on display and TV advertising as an important element of branding. More importantly, the introduction of the integrated campaign approach means that this branding must span across display and print, as well as moving seamlessly into platforms like social media, email and mobile.
said, betting and gaming has gone through many changes over the years - driven by customers, technology and regulation. From the introduction of betting shops on the high street in the late 60’s through to the impact of the internet and now mobile. And looking forward, the rise of e-sports, virtual reality and the impact of marketing technology can drive a real, smart personalised experience for the customer. So, our sector grows, changes and expands and is probably one of the most competitive in the UK at the moment. Which means that getting our brand out there and making sure we are front of mind in our customer’s minds is as important as it ever was.”
ladbrokes.com
26 issue 29 winter 2016
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