GPWA Times Magazine - Issue 47 - July 2020

NAVIGATING THE COVID-19 LANDSCAPE search terms, then you are missing out on a safety net and a future revenue source that can prove invaluable. Be extra diligent with your compliance. Some operators have requested no mention of COVID-19 in communications and this is certainly something the Gambling Commission in the U.K. is very rapid to respond to at the moment when it comes to marketing messages and customer acquisition. The last thing any business needs now is to run into issues with how they can generate revenue in the face of increased competition. All of these ideas and concepts can be summed up in one word: flexibility. As mentioned, the world has changed dramatically as a result of the pandemic and just as your business aims will have likely shifted, your customers and your target au- dience’s priorities have changed almost overnight. IMPLEMENTING AT SPEED TO FEND OFF COMPETITORS Needs and priorities will continue to shift regularly throughout 2020 as lockdowns are eased but uncertainty continues. The best way to manage this process is to listen to your customers. If you aren’t already running surveys or looking for feedback on their worries and problems then you need to start doing it now. Once you’ve done this, be sure to act on the feedback and consider how you can change your messaging and what you can offer that will help make lives easier, less anxious, and exciting. This flexibility needs to come at speed, if you have an idea and it is good enough to go after then get on with it. We have seen how even some of the slowest organizations in the world have been able to react in a relatively timely manner to COVID-19. Those companies that can identify what customers need — even if it is only for one month before their priorities change again — and can get their idea to market will come out of this period in a stronger position than those that are waiting for things to return to normal. Normal is not coming back. Speed of implementation and interaction will be a strong ticket to success for the rest of 2020 and into 2021. As one of the few sectors to see growth during this time, iGaming competition is about to increase and while others slow down you need to speed up and take action in order to come out on top. Begin work on your retention strategy now if you are lacking. If your affiliate site is in its infancy , or you are not looking to build your own audience beyondwhat you can capture fromspecific search terms , then you are missing out on a safety net and a future revenue source that can prove invaluable . Andrew Parker is the Performance Director at Blueclaw Media Ltd. With over 14 years of experience working with industry leading brands in the iGaming sector, Andrew and the Blueclaw team specialize in SEO, PPC, CRO, Content Marketing and Digital PR. Blueclaw has been delivering award-winning results that drive excellent ROI at speed in the iGaming space for the last 14 years. If you don’t know where to begin or need assistance in putting actions or strategies in place, we’d be more than happy to help. G P W A t i m e s . o r g 34