How happy are you with the results of your ongoing digital marketing techniques? Have you enjoyed a high return on investment, or does something seem to be missing from the equation? If you identify with the latter half of the previous question, you are certainly not alone. Even seasoned veterans require additional inspiration from time to time, and the online casino sector is a perfect industry to examine.
Whether referring to how brands choose to promote the latest round of live casino games, the role of end-user engagement, or ensuring hush page retention rates, it pays to appreciate how the latest strategies are being deployed. Let’s begin without any further ado.
More than a Narrative
One of the first mistakes often committed by novices involves the assumption that consumers need to be told what they want. Consider the following seemingly powerful statements:
- “This is the best product for you”
- “You can’t afford to miss out on this offer”
- “Buy now, or regret later”
- “Don’t be left out on the cold”
Each of these represents more of a command than a collaboration. The fact of the matter is that buyers no longer fall for such phrases. They instead want to be a part of the narrative, and to be guided along the way. This is commonly known as the “customer journey”, and the main reason why storytelling games appeal to such a wide audience. As opposed to curating a one-sided marketing campaign, make it a point to cater to the desires of each client on a more personalised basis.
The Gamification of Marketing
Another trend that we have witnessed across the iGaming ecosystem is known as gamification. Gamification is simply another way of describing how casinos provide game-like features to portions of their sites not directly related to games. Examples may include points for completing missions, the ability to unlock player avatars, offering daily challenges to registered users, and progress tracking. These metrics are designed to keep players actively engaged, and to boost the amount of time spent on the site (known as page retention rates). The very same tools can be used by average online brands to promote products, to introduce specific campaigns, or simply to boost interest.
Loyalty Rewards
Casinos have always been known for their hefty VIP plans, so why should online retail portals be any different? The theory here is simple. Customers are more likely to remain loyal if they are rewarded on a regular basis. Note that we are not necessarily referring to strategies that may affect your revenue stream (such as free giveaways). There are plenty of other approaches to consider, such as:
- Early-bird discounts
- Invitations to exclusive events
- Cashback rewards when total purchase reach a specific threshold
- Priority access to newly released items
A price can never be placed on loyalty, and it is much easier to retain an existing customer when compared to obtaining a new client.
The Scalpel as Opposed to the Broadsword
This analogy can be used to describe the breadth of a marketing campaign. In the past, casinos tended to target as large of a demographic as possible. The issue here is that such a mindset can make it quite difficult to determine the efficacy of a strategy. Brands associated with online gaming now focus on a specific group of players to maximise their efforts. Why not use the same tactic? Decide which type of client is the most likely to resonate with your brand. You can then curate a razor-sharp advertising package, and analyse its performance in real time.
Mobile-First Website Design
This final tip was previously referred to as “mobile-responsive” design. However, casinos now understand that the vast majority of customers use smartphones to access their services. Mobile-first approaches make much more sense. What does this framework entail? According to the team at Adobe, it comprises a handful of fundamental elements:
- Long-scrolling text
- The ability to zoom in and out of pages
- Images that can be modified in accordance with screen size
- High-resolution pages
- Sites that function with Android, and iOS operating systems
Now, this is not to say that browser-based platforms no longer serve any purpose. It merely indicates a sign of the times. Every website should be able to accommodate mobile users.
The Tip of the Iceberg
These five recommendations should not be viewed as standalone strategies. It is best if they are used in combination with one another. Furthermore, additional examples from across the iGaming community are just as valid. 24/7 customer support, following the proper search engine optimisation guidelines, and ensuring that pages are regularly updated all represent powerful tools within your arsenal.
If it seems as if your advertising campaign has begun to lose steam, the chances are high that the tips proposed above will come in handy.
