GPWA Times Magazine - Issue 50 - August 2021

Maria Tsnompilantze is Head of Marketing for PlayAttack Affiliates, an affiliate program behind several reputable casino brands. Maria has been in the industry for the past three years after completing her International Relations studies and her Master’s Degree in journalism. For more information on PlayAttack visit: playattack.com DOES CREATIVITY SCARE YOU? human psychology and built their message in a way that would resonate with their consumers. This way of thinking is the core of creativity, the core of innovation, and finally, this is how you build brand identity. The key to not getting discouraged from innovating and exploring your creative potential is to realize that being creative is more important than we think and less complex than we imagine. WHY IS THIS IMPORTANT IN THE WORLD OF AFFILIATE MARKETING? The question is not whether all these as- pects — creativity, innovation and brand identity — are essential in affiliate market- ing. They are. The question is, why? To put it simply, people don’t like to be pushed towards making a buying decision. Therefore, those who work in affiliate marketing have to get creative in terms of how they choose to market the products and services they are promoting. The process should involve a lot of effort, but seem effortless at the same time — the audience should feel like they are going through an organic process where they take ownership of their decision behind purchasing a product or using a service. As an affiliate, you might think that you have everything under control as you’ve spent considerable time on finding new products to promote, making sure that your SEO is on point and keeping your offerings up-to-date. Your design is sleek, and your affiliate links are all working. This systematic approach is already a step in the right direction, but how can you make your platform stand out, highlight your uniqueness and engage your audience? This is where creativity and uniqueness should step in, especially given the competitive nature of the industry and the fact that today’s audience is overwhelmed by the number of marketing messages they receive daily. What used to be word of mouth or a TV ad that you can always switch off is now a constant flow of information that bombards you even when you read a piece on your favorite news website. In this advertising chaos, you have to go a step beyond being methodical, especially when you work in the gambling industry. Most of the casinos have the same payment methods, the same game providers, and typically, a similar design. Yet, the conversions are not the same. Curious, isn’t it? FINAL THOUGHTS One of my favorite authors, Tom Robbins, wrote: “You should never hesitate to trade your cow for a handful of magic beans,” sum- marizing the lesson we’ve learned from the old fairytale Jack and the Beanstalk . A poor boy, Jack, was brave enough to trade the family cow for a handful of magic beans that ended up growing so much that the beanstalk reached the clouds, and Jack could finally retrieve the goods that were once stolen from his family. There are tons of ways to interpret the words of Tom Robbins. But in our specific context, the cow is the conventional methods that make you feel safe about your choices, and the magic beans are creativity, innovation and brand identity. Data is “king,” but we all know what happens when “queen” creativity falls. And we all know the number one rule: Never lose your queen. Today’s world is heavily data-driven . The questions that dominate the marketing discourse are how to achieve the perfect ROI and how to collect data to make informed marketing decisions . . . The real problem is when the focus lies only on data because people believe creativity is way more complex than it really is. G P W A t i m e s . o r g 40

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