With over two decades of digital marketing and affiliate performance experience earned within the E-commerce/ retail, Fintech and iGaming industry, LeeAnn Johnstone is a veteran and influencer in the affiliate and performance marketing industry, having started her career in this space in the early 2000s. She’s the host of The Affiliate Marketing Podcast and she created Affiverse, an award-winning performance and affiliate marketing agency and media company based in the U.K. Visit affiversemedia.com to find out more about how Lee-Ann and her team are helping the world do affiliate marketing better. 3. Personalization: Delivering tailored experiences to younger generations Gen Z and Millennials both respond well to hyper personalization in marketing messaging. Both generations are now used to seeing digital content that’s tailored to their preferences, and iGaming affiliates must adopt this mindset to engage with them effectively. Using date-driven insights, for example, affiliates might consider segmenting their audience based on their behavior, interest, and preferences. This allows you to deliver targeted content and recommendations — which could include suggesting specific new games that align with a player’s history, or promoting bonuses or incentives that they’ve shown an interest in in the past. Using dynamic content on affiliate websites is another powerful strategy relying on personalization. You may consider adding “Recommended for You” sections, or running personalized email campaigns with exclusive offers to create a sense of individual attention. For affiliates without any data — consider running polls and email surveys to begin building a clearer picture of your current user base, and segment accordingly. Targeting a lucrative new player demographic - requires careful planning. Millennials and Gen Z audiences coming of age will eventually represent a huge potential customer market for iGaming affiliates. However, to engage with them effectively, you must understand their values, behaviors, and digital habits. As mentioned, both generations want to see authenticity and personalization — and this leads many of them to naturally gravitate towards interactive and community-based experiences. While most affiliates likely already use social media, targeting Gen Z and Millennial audiences requires creating meaningful content that feels authentic — and stays ahead of trends like cryptocurrency. Both generations have also expressed frustrations with not being heard, too. Sometimes, it’s best to just listen and watch what they’re actively involved and interested in, and use these principles in your iGaming campaigns. Gen Z and Millennials are, on paper, are the perfect audience for iGaming affiliates. They’re techsavvy, share similarities in their love for “everything digital,” and are willing to put their trust in digital creators and try new online platforms. 21 GPWAtimes.org
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