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