INSIGHT
Talking Heads
What to Expect
from Mobile in 2014
To discuss how the gaming affiliate industry can take advantage of the developing mobile sector in
the coming year, we sought the wisdom of Siamac Rezaiezadeh of mobile engagement experts
OpenMarket, and James McMaster of business consultancy firm, KM iGaming.
Siamac Rezaiezadeh, Strategic
Account Executive, OpenMarket
In 2014, mobile marketing means
adding value to your customer through
personalisation. With its combination of
convenience, simplicity and the ability to
reach consumers instantly, wherever they
are, the mobile phone offers affiliates
a golden opportunity to market new
services and engage with customers on
an ongoing basis.
Furthermore, the arrival of new data
analysis techniques means that affiliates
can now collect and scrutinise customer
data in more depth to come up with more
intelligent, more targeted, and therefore
more effective mobile campaigns.
It wasn’t always like this. Many
companies would (and still do) use
SMS as a low-cost way to broadcast
special offers and promotions to a wide
audience. But this untargeted approach
produced only limited results and limited
conversion rates. Consumers’ intimate
relationship with their mobile phone
meant that unsolicited, out-of-the-blue
messages could be perceived as intrusive
and unwanted, often doing more
harm than