Customer experience and brand engagement page 7
3. Customer experience and brand engagement
As far back as 2012, Nielsen found that 60 % of mobile and tablet users consumed sports-focused content on their mobile devices at least once a day. Since then the compulsion to keep up with the latest news while on the go or while second-screening on the sofa has only increased.
This shouldn’ t surprise anyone but the fact remains – too few betting marketers prioritise customer-centric, mobile-first strategies to become part of story-driven events( for example, the transfer deadline day in sports) and engage customers.
Being a source of accurate information, interesting perspectives and entertaining insight makes your sporting brand a familiar and trusted part of a potential player’ s day – and if they trust your content, they’ ll likely trust your games and bets you offer.
This pillar of strategy is all about what you and your customers do when they’ re not actively looking for or
“ 2016 has opened people’ s eyes to the impossible being possible and the bookies are more than willing to take these small stake, big odds bets.”
Andy Clark – That’ s a Goal
using your services and becoming the type of brand that is different and worth caring about.
Focusing on content, customer experience and customer engagement helps you to fill in the gaps to maintain relationships with potential players so that when they do decide to play, they play with your betting brand and not someone else’ s.
So, ensure your content is mobile-friendly, shareable and succinct to maximise your chances of being a pocket resource to players – particularly if you target engaged sports fans.
Mobile and social
Brands need to make sure that their content marketing strategy is mobile-ready, and multi-channel.
Customers should be able to respond to your content marketing wherever they are, and understand you’ re saying whether they are at home on a tablet or out and about on a mobile device.
Ultimately, sport is social media
To take the biggest betting example, football is a team sport but football fandom also depends on the group experience too.
Just as no fan wishes to sing on the terraces alone, they want to share their passion for the game and their own insights by discussing transfer arrivals and departures, shock exits and pricy acquisitions.
Social media allows fans to answer the question – what would you do if you were the boss?
Football fandom couldn’ t be more entwined with social media, from in-the-moment goal updates to the latest transfer rumours and actual signings.
It’ s not always who is first with the news that is the most influential with fans – quality perspectives, plus context and providing scope for fans themselves to take centre stage and discuss stories and developments with each other, supports repeat visits and investment of time.
Social marketing for( for example) transfer day and other events is about more than the hard facts. Emotion and feeling matters – the human dimension.
Influencer marketing to give content marketing momentum will become more common. This is particularly true as social media channels like Facebook start to try and limit what brands can do for free on their platforms.
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2. indd 7 03 / 02 / 2017 17:50