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The marketing strategy associated with your iGaming business is
conceivably the single most important critical success
factor. With the intense competition, new restrictive
regulations and the global success of online gaming, there
have never been more obstacles, and at the same time, more
opportunities to attract players.
Simply listing an online casino with the major search
engines will not drive enough traffic to your site to
sustain your business. For example, a search on Yahoo! for
"casino" will literally return thousands of results. Users
find this magnitude of information overwhelming and nearly
useless.
The tendency among inexperienced iGaming marketers is too
focus on tactical steps (i.e. search engine registration).
GPM strongly favors a strategic approach and recommends the
formulation of a strategic marketing plan as the first step
in our engagements with our clientele. In the process of
formulating your strategic marketing plan, we will identify
basic business drivers such as:
·
Amount of investment capital
·
Desired return & timeframe
·
Target geographic market
·
Target demographic segment
·
Value proposition
·
Type of branding
Once the strategic “big picture” has been adequately defined, we
then transition to the formulation and implementation of
tactical marketing steps. Successful marketing plans will
be comprised of a variety of “online” and “offline” tactics.
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CasinoArtist
Marketing Initiatives
Affiliate Program:
Marketing
on the internet is a group effort. Our deep experience
and relationships with affiliate organizations (i.e. web
businesses with traffic of “similar” interests) can
represent up to 60% of your revenues.
Email Marketing: Perhaps one of the most effective tools for creating
"top of
mind” awareness; email marketing should be a primary
tactic in every iGaming marketing plan. A highly cost
effective promotion and retention tool, email allows the
iGaming operator to reach thousands of prospects and
players informing them of new promotions, tournaments
and industry news and events.
Direct Mail:
Often used
as a compliment to email initiatives, direct mail
campaigns allow the iGaming operator to reach their
prospects/players utilizing yet another type of media.
Direct mail lends credibility and can be a very creative
way to “tease” the recipients with a special offer or to
inform them of an upcoming promotion or tournament.
Referral/Loyalty Programs:
Attracting players is an expensive proposition. Upon
visiting your site, you want to peak their interest,
provide an optimal player experience and then get them
to return over and over again. Generically speaking,
referral and loyalty programs provide a variety of
incentives to encourage your players to tell others
about your site and to reward regular play.
Search Engine Optimization:
Years ago search optimization meant placing a few key
words within your site and registering it with the major
search engines. Today, the methodology behind search
engine optimization is complex and ongoing.
CasinoArtist search
optimization services include researching competitive
keywords/phrases, optimizing site content and HTML and
managing “paid” campaigns with the major search
engines. Over time, these efforts will help to
“organically” drive the ever so critical traffic to your
site.
Advertising:
While costs and returns prohibit advertising to the
general public, an iGaming operator can identify a niche
market to target utilizing traditional print media.
Similar to partnering with an affiliate, the
identification of a target market with “like” interests
can create a strong branding opportunity and generate
significant returns.
Fees for marketing consultation and initial campaign execution
are included in the comprehensive CasinoArtist consulting
agreement
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