lows trends , and if you are on the outs , you may just stay there .
Finally , and perhaps , more importantly , our core customers have quickly adopted the habits and desires of their younger counterparts .
• Digital Transformation of Advertising The Mad Men days when a twist of a phrase could create an entire market are long gone . Quickly following might be traditional advertising channels , as brands move some ( and in some cases , all ) funds to digital media . As these new communication paths prove their effectiveness , general managers no longer have to wonder if advertising works because they can see the results . In addition to reaching large audiences for a relatively low cost per person or impression , these channels allow marketers to test , iterate and improve quickly . More importantly , they will enable us to meet customers where they are .
• Digital Engagement With our Facilities This edition of G2E and the conferences that happened since the 2021 gathering all seemed to have two topics in common — sports betting and cashless .
One of the most significant opportunities marketers have before them now is in the palm of almost everyone ’ s hand : their phones . Though most would consider “ cashless ” a new frontier , the 20-year-old ticket-in / ticket-out process could easily have been our first foray into cashless . Cashless , as we have been discussing recently , opens up an entire conversation about how our guests engage with our facilities .
Everi Senior Vice Prsidentof Product Francis Keyser also sees it : “ I think cashless has been on the top of everybody ’ s mind , but that ’ s only the beginning ; it ’ s only one piece of the pie ,” he says . He notes the first thing a customer does when they consider a visit or are curious is to look at your web page . “ It ’ s usually your first touch with them ,” he says . He feels operations must have someone who champions the digital experience . Otherwise , we might hold ourselves back from adopting how our customers want to connect with us .
Marketers Must Keep Pivoting
The last few years have accelerated the changes in marketing and how consumers interact with brands . As marketers , we have been pivoting so much that we may form a complete circle soon . Trying new , untested approaches can feel risky , but we must change in response to our market changes and keep up with the trends that further help us understand our guests ’ needs and desires . — Julia Carcamo is a casino branding expert and the author of Reel Marketing : The Art of Building a Casino Brand .
DECEMBER 2022 www . ggbmagazine . com 29