1. Content Marketing For Online Casinos Marketing Strategy For Beginners
2. Marketing Strategy For Online Business
3. Content Marketing For Online Casinos Marketing Strategy For Real
4. Best Online Casinos For Us Players
5. Online Marketing Strategy Plan

The following are some of the best marketing strategies of 2013 that astute gaming operators have implemented. Find New Ways to Develop Players Most casino operators have long recognized that the casino business adheres to the Pareto Principle or the 80/20 rule, which states that 80% of business activity comes from 20% of customers.

Content marketing is hugely successful in the sports betting sector, but can it work in the same way for casino games? Scott Longley investigates.

Casino occupies a curious position within the online gambling universe. While all the evidence shows that the category of gaming is by far the largest vertical in revenue terms, it remains a product which to a degree exists in the shadows.

It poses marketers of casino a problem; how do you encourage loyalty in a product which is so highly commoditised and where the user is well aware of the preponderance of offers and bonuses that exist to entice them to switch sites as much as it is to retain their loyalty?

The answer with sports-betting, poker and bingo is relatively simple: content marketing. But that poses two key questions for gaming: how do you translate to the casino sector? And how do you convince the audience of the worth of the content?

“It’s the number one moneymaker, but it’s also difficult,” admits Stewart Dunlop, the chief operating officer at 180Vita which runs the popular poker affiliates sites Pokervip and Pokertube, but has also made tentative steps into the casino realm with HighRoller.com which includes news and strategy guides. “There’s not really any content around casino because the focus of affiliation in casino has always been bonusing,” he says.

One of the leading names in online casino affiliate marketing is recently Stockholm-listed Catena Media. The company runs the Scandinavian-focused JohnsCasino affiliate and after a recent acquisition spree also now owns the AskGamblers and RightCasino properties.

Robert Anderson, chief executive at the Malta-based company, points out that his company’s strategy is about industrialising the existing casino affiliate marketing space. “In the casino sector, the underlying product is pretty much the same,” he says. “User behaviour is about liking and finding new casinos. That’s why you have a high degree of churn; plus the underlying products are so similar.”

Nonetheless, there are signs of change. The focus for much of the online gambling world is on fostering community. Grab hold of your audience, keep them engaged, keep them playing, and your site will be rewarded by greater loyalty. Such is the theory, but as Bernard Fisher, the marketing manager at 888casino points out, “community doesn’t come by accident”.

“You have to help build it, provide the structure and encourage repeat visitation,” he adds. “When it comes to casino, we know that the audience is less loyal than in the case with other segments of the online sector, and we think that in part that is caused by the lack of content that frames the games on most sites.”

Hence 888casino is on a mission to provide more content. The new blog site includes features from a long list of well-known top casino writers such as Henry Tamburin, Jean Scott and Frank Scoblete along with guides on how to play blackjack and other casino games.

Fisher says it’s an educational effort. “We think it will encourage users to play longer with us, that’s the aim at the end of the day. If we provide a better experience for all levels of player, it will mean they will be more satisfied with the offer and will spend more time with us.”

The benefits of encouraging players to spend more time on a site are explained by Steve Wells, casino manager at Hero Gaming, which runs the CasinoHeroes offering, a Scandinavian-focused site which explicitly aims at encouraging the gamification of the casino experience, sending players on a quest where they can take on an avatar and complete tasks within a gamified environment. He says that the site enjoys a 25%-plus increase in player days on the site because of the content experience.

Importantly, the move towards content and gamification marks a shift away from traditional bonus-led marketing initiatives. Operators are seeing diminishing returns from a strategy which effectively only targets a small segment of the potential addressable market whereas a content-rich offering attempts to connect with a broader demographic.

The operators are positioning their content as being an area where evolution will be a vitally important component of what they do in the future – agile is the watchword – and developments with regard to gamification and other tools of customer engagement are at the forefront of this effort.

As with the world of the land-based casinos, It’s all about creating an experience. “Why is it that people keep returning to certain casinos?” asks Fisher from 888casino. “It’s not just about convenience, or whether they were lucky on certain slot machines or tables in any given site. It’s about the total offer – the sights, the sounds, the atmosphere, the service. In the online world, it’s about trying to create a similar context.”

Gambling Industry Marketing

Despite an old fashioned and heavily regulated image for the gambling industry, online gambling companies are starting to embrace the latest trends and technologies in digital marketing. Instead of traditional television commercials, gambling companies are opening up marketing opportunities in social media and mobile apps. In fact, UK mobile gambling revenue has increased 200% from 2009 to 2010; gambling operators such as Ladbrokes, Betfair and Willian Hill have reported improved conversions and conversions from their mobile gambling apps.

For some online gambling companies, their objective is to reach a first page search result in order to compete with on-land gambling companies and other online competitors.SEO for online gambling companies is a highly specialized area where content and onsite designs/website UX has to be aligned with customer acquisition and retention. Every online gambling company wants to establish its own niche in the industry and meet the demands of their customers. Moreover, SEO for online gambling companies deal with aggressively competitive keywords that most marketers wouldn’t touch with a barge pole. Some of the most challenging tasks for gambling industry SEO marketers are link building, creating content that attracts leads, deep levels of research in SEO copy-writing and tireless outreach. Creating linkable assets for a gambling website can take more than a year to accomplish. At any rate, SEO for gambling websites is a long term endeavor and highly competitive.

Content marketing for gambling companies

In 2015, digital marketing for the gambling industry revolves around engaging content marketing. Consumers are familiar with the loud and tacky advertisement styles used in the gambling industry so how can they deviate away from that? Depending on their brand, gambling companies can develop a content strategy that showcases their social acuity and innovative persona.

To increase engagements with their audience, gambling companies hire copy-writing teams to create well-researched and interesting press release material about industry related topics. They distribute the content to social media, gambling review sites, social bookmarking sites and journalists. To reach wider audiences, gambling companies can leverage authoritative third party sites by sending them highly polished articles/pieces of research or infographics related to the gambling industry.

By integrating content marketing in their business strategy, gambling companies have been able to attain the goal conversions and lead generation that they need for long term growth.

Social media marketing for gambling companies

In recent years, the gambling industry have started to embrace social media marketing. Instead of blasting ads over their social media profiles, gambling companies such as William Hill and Paddy Power are engaging with followers and using multimedia content-such as gifs and videos. Here are some of the social media platforms that the gambling industry have utilized:

Facebook is the most popular social media platform for gambling campaigns and companies have used their hyper targeted ads to reach fans. They also use the Facebook posts feature to promote contests. Facebook followers can also generate their own content and help to build the gambling brand’s presence. Gambling companies are known to collaborate with complementary industries such as real estate or hospitality services to promote themselves.

Gambling companies are adapting particularly well to Twitter by engaging with their users effectively without being overly promotional. With understanding of the use of Twitter, gambling companies are creating content that feels sincere, interesting and valuable to their gambling customers. The intention of gambling companies on Twitter is to build a long term relationship.

By interacting constantly with their users, gambling companies are offering constant customer service. They are monitoring the social media channels 24/7 for positive and negative feedback; this is the best way to maintain a good online reputation and to mitigate any social media crises. This ensures relationship building in real time.

Video content is where YouTube shines; the gambling industry creates videos that reach far and wide. To expand engagement and gain more traffic to their websites, gambling industry videos on YouTube have high production values and entertainment factor. Some TV ads that have been banned are played on the gambling company’s YouTube channel. Unlike Twitter. YouTube channels for gambling companies are restricted.

Reaching goals in digital marketing for the gambling industry

Using social media analytics, gambling companies are able to interpret their audience’s messages and feedback into meaningful data. Since analytics can provide valuable insights into what makes their target audience happier, the gambling industry use it to inform their content strategy. Reaching goals in digital marketing is data driven.

With the use of multi-channel and cross device digital marketing strategies, the gambling industry aims to attract new users and convert potential ones. Device penetration, reaching target demographics, legal barriers and technical challenges are some of the obstacles that the gambling industry deals with.

Content Marketing For Online Casinos Marketing Strategy For Beginners

The future of digital marketing for the gambling industry

The future of digital marketing for the gambling industry combines advances in digital technology with optimized content for search. Some of the changes will be:

• Personalized gambling content delivered to the user
• Content optimized for wearable tech and new screens
• Incentives to increase engagement and response rates from audiences
• Development of content for virtual reality technology
• Improved targeting on social media platforms

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