As a Marketer who remembers the 70s & 80s, I can’t help feeling nostalgic for the mass TV advertising of those days. A catchy jingle like “A Mars a day helps you work, rest and play” was all that was needed to establish your brand firmly in the minds of the whole country. To achieve communication saturation, you only needed to advertise on one or two TV channels and a handful of newspapers.
Leap forward 30 or so years, and without bemoaning the fragmentation of media consumption, your identity and your internet history have become inextricably linked. You are what you browse. If I was to visit the website of any national online retailer, looking for, say, kitchenware, you can guarantee that I would receive emails about related items, and my social media accounts would be packed full of opportunities to buy similar products.
Marketing automation, re-marketing and the serving of highly targeted, dynamic online content to social media and email are now normal, average everyday consumer experiences.
Consider that for a moment. We’re not talking about egg-headed boffins sitting in neon-lit chambers, frantically inputting machine code into a gigantic cryogenically cooled supercomputer, in order to respond to your latest consumer urge. This is run of the mill, everyday stuff, and everyone is doing it.
This raises the bar somewhat from the customer perspective. Consumers aren’t surprised when their computer seems to know more than they do about their culinary preferences. It’s expected. And this is in retail. What would their expectations from the gambling industry be, where customer experience is key and margins are considerably looser?
Well, they would expect you to know what team they support, the types of bets they place, the size of bets, when they make those bets, what sports they engage with and which they have no interest in. All in real-time. Does that sound reasonable?
So, all of your players and customers are experiencing highly targeted engagements every day of their lives. What do you think goes through their mind when they receive a flurry of emails about the US Open Tennis, when they’ve never shown any inclination towards it? The argument that blanket messaging everyone is worth doing because you may encourage some punters to engage is a fallacy. For the <1% engagement you achieve, you irritate >99%, and miss out on the opportunity to provide targeted, real time, personalized communication to 100%.
Writing a marketing communication for the masses is very different to writing them for a small targeted group. Your messaging has to be much more vanilla, as you are covering a wide variety of situations, whereas writing for a highly targeted segment gives you the freedom to write in a way that really appeals, and therefore really attracts. If you can bring timing into that mix, so you are making your offer at just the right moment using real-time messaging, the results can be transformational, when compared to the outcomes achieved when your audience have disengaged from anything you send, because they don’t see them as being relevant.
So what’s stopping you from providing targeted real-time communication to your players? Is it that you don’t feel your spending enough on new player acquisition? Is it that you don’t think you have the data to do it? Or is it that you don’t believe that real-time targeted engagement is a baseline expectation from your players?
For those of you who haven’t guessed the answer already. If you are an operator, there is nothing to stop you from doing this. In fact, you should have done it years ago.
If you liked this article you can read ‘Mind the data gap: making real-time CRM a reality in gambling’.