GPWA Times Magazine - Issue 31 - February 2015

evaluate different tactical permutations. Through a severe and purposeful exami- nation of these options, iGaming affiliates and operators can determine what has the best chance of encouraging growth as they seek more effective communication with customers and emerging markets. This is not to suggest that B2C busi- nesses jettison their existing marketing mix in full. Such action should only be considered in the most extreme situa- tions. While you may not be able to drive a car with a flat tire, that doesn't mean you need to replace the entire vehicle. Similarly, many brands need only make moderate changes in their approach rath- er than starting from scratch. Digital marketing expenditures will be more closely monitored in 2015. While this may not mean a decrease in spend- ing, it will mean higher expectations for ROI. More well-thought-out marketing expenditures, however, need not result in the weakening of a brand’s voice. If any- thing, they should create an opportunity to reevaluate a brand’s core strengths and how current and potential customers are likely to engage with it. iGaming brands and affiliates are al- ready in a favorable position, as custom- er relationship management (CRM) is a key focus in day-to-day activities; this exposure will ensure they avoid mis- steps that industries having yet to expe- rience similar growing pains are vulner- able to. Making decisions that support brand competitiveness will be directly linked to setting expectations for ROI ahead of implementation. Efficiency through technology “Advertising is based on one thing — hap- piness.” Or so says Don Draper in his icon- ic “It’s Toasted” speech from Mad Men ’s inaugural episode. According to Grey London Executive Director Nils Leonard, referencing a study by University College London examining the formula for happi- ness, that logic still carries weight today. “This is a formula brands should be pay- ing very close attention to. In advertising, as in life, it is not just rewards that influ- ence happiness but our expectations in the moment,” says Leonard in a Sept. 2014 article for Campaign . “Providing those little moments of happiness that exceed expectations is how we build valuable consumer relationships.” The difference between 1959 and 2015 is that technology will educate marketers on consumer happiness with precision and immediacy. This is especially true for iGaming, which must negotiate the ever- changing nuances that influence consum- er acquisition and retention. Today’s creative minds have access to marketing technology that can augment various elements of a marketing mix and how they reach target demographics. We are nearing a point, if we’re not already there, where the importance of selecting the right technology will surpass that of the right strategy, with the latter becom- ing increasingly dependent on the former. As part of its Digital Marketing Spending report, Gartner, the information technol- ogy research firm, revealed that 51 per- cent of companies plan on increasing their marketing budgets in 2015. Highlighting this effort to enhance the execution of tar- geted content, Gartner states that “fuel- ing this trend is the use of programmatic media, which allows marketers to target the audience they want and automate bid- ding rules for ads based on the business value they deliver. “ Programmatic media is just one solu- tion that can reinforce various features in a brand’s digital marketing plan. Depending on a brand’s particular needs, those solutions might incorporate content curation (e.g., Percolate, Curata, Kapost), integrated management (e.g., Moz, Raven Tools, Analytics SEO) and user engage- ment optimization (e.g., KISSmetrics, Mixpanel, Chartbeat). This variety of specialization reminds us that constructive insights can be sourced from peers operating in vastly different industries and ecosystems. Although the iGaming industry is capable of offering its own insights on topics ranging from data intelligence to customer engagement, in- dustry stakeholders should also look to providers that can help them be more economical and effective across their mar- keting activities. This requires identifying suitable technology providers that spe- cialize in a given field rather than quickly pushing through a solution that may not fit those needs. Market entry strategies As iGaming stakeholders look to incor- porate optimal marketing techniques and technologies, so too will they be bet- ter prepared for forthcoming challenges. Paramount among these is integrating and finding success in new markets. There is a great deal of interest in iGam- ing’s reemerging role in the U.S. The in- dustry is keeping one collective eye on those states that have already passed leg- islation and have active licensees (New Jersey, Nevada and Delaware). The other eye remains fixed on a group of states ex- pected to pass the next wave of legislation. Taking lessons from those states and the operators that have already launched gaming sites within them, stakeholders will be proactively refining entry strate- gies in preparation for future entry. The Digital marketing expenditures will be more closely monitored in 2015. While this may not mean a decrease in spending, it will mean higher expectations for ROI.” 23 iGaming trends for 2015: Choosing to market more effectively