GPWA Times Magazine - Issue 32 - June 2015

case of iGaming affiliates, studies similar to the one from Dimensional Research are providing increasingly granular data that illustrate how consumers prioritize perfor- mance, price and branding. A careful and consistent monitoring of this feedback will help affiliates and operators evolve in step with the needs of their customers. Respecting the fundamentals The All-England Club is the home of the Wimbledon Championships—the only Grand Slam tennis event that takes place on grass. It’s also the venue where the likes of Martina Navratilova, Pete Sampras, Steffi Graf and Roger Federer combined to win 30 singles titles between 1978 and 2012. It’s hallowed ground in the world of sport, and the success of the world’s greatest tennis players relies on a strict training regimen and laying a strong foundation upon which to build and experiment. Mobile marketing, whether on-site or in- app, requires a similar commitment to un- derstanding the fundamentals and where they may or may not fit in today’s digital landscape. Once their place is understood, then one can work towards overhauling them for less conventional designs. An example of this need to reinvent can be seen in the findings from the Smart Mobile Cross Marketing Effectiveness Study , conducted by the Mobile Marketing Association (MMA). As part of the study, the MMA monitored the marketing campaigns of some of the world’s most recognizable brands, ones already well- established in traditional marketing tac- tics. These included Coca-Cola, Wal-Mart, AT&T and MasterCard. In the case of Coca-Cola, the study re- viewed the campaign for Gold Peak Tea and efforts to “build brand awareness and drive increased sales using a mix of TV, print, online and mobile to drive messag- ing.” The results showed that “mobile drove 25 percent of top-of-mind aware- ness, 9 percent of 'home-brewed taste' image conversions and 6 percent of sales with 5 percent of budget.” Brands like the ones that make up this study have spent decades engaging and responding to their audiences — far more time than most iGaming brands or affili- ates. They have, however, been faced with the challenge of updating their trademark TV and print ads to respond to the mo- bile landscape of 2015. The most signifi- cant message the iGaming industry can learn from these brands is how to take stock of everything traditional marketing has shown us about consumer engage- ment and retention—and then reshape it. As an industry primed to excel at mo- bile site and mobile app marketing, there is no reason why more iGaming brands shouldn’t see sustained success. But this opportunity also should not be taken for granted. Even if affiliates approach this next quar- ter as simply an opportunity to listen and learn about the trajectory of the app industry, both globally and within the iGaming niche, it should prove highly valuable in decision-making during the latter stages of the year. As was once the case for mobile site development, strat- egizing for mobile app conversions will continue to emerge as the next great chal- lenge and opportunity for affiliates. Now is the time to ask tough questions about what that opportunity will look like. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Allan Petrilli is manager of affiliate services at Income Access. Dedicated to building strong relationships in the iGaming industry and immersing himself in the world of affiliate marketing, Allan strives to be a trusted resource and leader for his team and within the industry at large. As an industry primed to excel at mobile site and mobile app marketing, there is no reason why more iGaming brands shouldn’t see sustained success. But this opportunity also should not be taken for granted." 73 Mobile apps ready to bask in summer sunshine