Post on 16-Apr-2017
Practical Marketing In A Regulated Market
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My Specialisations
SEO (Search Engine Optimisation)PPC (Pay Per Click Marketing) Conversion OptimisationSMM (Social Media Marketing)Refer a friend (Peer to Peer Marketing)
Interesting Marketing Principles
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Interesting Marketing Principles
Educating a market is costlyBeing a market innovator isn't necessarily a good thing, because it means educating a marketThe company who educates the market can ultimately lose because of poor ROI & lack of marketing budget
Game theory in Gaming
Co: A
Co: B
Co: C
Small MarketCasino /
Sports / Poker Marketplace
Big Spend on: - Education- Brand
Small Spend on: - Education- Brand
Game theory in Gaming
Co: A
Co: B
Co: C
Casino / Sports Marketplace
Big Spend on: - Education- Brand
Small Spend on: - Education- Brand
Big Market Casino / Sports
/ Poker Marketplace
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Pre Licence:
What's going on now? – It’s a waiting game. – Everyone is guessing everybody else's strategy– No one really knows what the ROI will be
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Post Licence
Many enter the market at the same timeCosts will rise exponentially over a short timeBig operators will burn through budget and survive because they can sustain poor ROIMarketing efficiency & great product is critical
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Post licence settle down
Market has been carved upSmall specialist operators will move inMore about share of wallet:
– More branding effort needed– Users less brand loyal– More money spread across more operators
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How does this affect you?
If you have the money and the product, you can bet on ‘brand’If you don’t the money, then you have to bet on niche markets and tight ROI focused spend.
Some ideas on ROI centred marketing
PPC
PPC Campaign StructureLogical campaign structureRight adverts per phrase / categoryRight landing pageBetter conversion path for userEquals better ROI
PPC: Logical campaign What’s the meaning of the phrase?I.e. ‘Bet Online’ & ‘Online Betting’ same thing Group ‘same meaning’ phrases around one adFor BIG spend words, run in its own ad group
PPC: Right Ads Right ad for the keywordsKeyword in adGood call to actionEasy to read/scan
Ad Copy ExamplesBetting Online Casino Poker
PPC Blooper!
PPC: Landing PagesMultivariate testing in placeRight messageGood page flow
PPC: ROI $$ out = $$ profit inYou are now in control
SEO
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PPC will not affect your SEO An operator licence will not affect rankings Whatever you do, it’s at least 4 months before you rank on big generic phrases.
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SEO: words of wisdom
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You have to use a dot.it domainYour tracking has to account for this localizationYour systems have to feed transactions into the government for tax purposes.
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Technical Issues (stuff you already know!)
Kw ‘Casino’
KW scommesse sportive A lot of affiliates
Licenced in malta
Licenced in malta
Casino
Casino
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If you have old sites i.e. ww12.mysite.com, then 301 this to the new legal domainIf licensed then its the usual seo storyIf you ignore your seo – you will spend on affiliates. Every affiliate earned sale, happens because of your internal inefficiencies
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SEO Tricks
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They are agileThey don’t have to work to local regulationsThey are the ones you have to out rank
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Affiliates
Social
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Cluetrain: Markets are conversations
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Social: the BIG idea
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ROI is hard in Social (except for 1 area) Facebook is nearly readyTwitter is noise‘Refer a friend’ is amazing!
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Social: It’s not all Twitter
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Sports: 1 to 1, Forums, FacebookPoker: 1 to 1, Forums, FacebookBingo: 1 to 1, Forums, FacebookCasino: What ‘conversation’?
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Social: Where are the conversations?
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The ‘traditional’ social
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Refer a Friend
Me Like!You Like?
You Like! Me Like!
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Typically 10 – 15% of all new acquisitionsEasy to runROI of 4 – 6 (3 – 2 month payback) Core to all my social activity!
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Refer a Friend
Conversion(is King)
Conversion: Poor Funnel (Est. Figures)
Google PPC Ad
Landing Page
Register FundActiveROI+ 20%
10,000 Impressions
3%
6%
18%
15%
300 Impressions
18 Register
3 Fund
0.5 good accounts@ 1.08% click To conversion
Conversion: Average Funnel (Est. Figures)
Google PPC Ad
Landing Page
Register FundActiveROI+ 20%
10,000 Impressions
5%
8%
25%
20%
500 Impressions
40 Register
10 Fund
1.5 good accounts.@ 2% click To conversion.3x times the conversion.
Landing Page: Typical ‘Grid’Header
Call to action
1-2-3 ‘lead-in’
Footer
Landing page example
Landing page: Comment
Text draws you away from register button
No Join now button
Distracting content
Landing page example
Conversion with A/B and multivariateMaximise conversion per ‘grouping’ of traffic
LandingPage A
‘WINNER!’
Web trafficWeb traffic LandingPage B
FundFund
Conversion using propensity tools: Maximise conversion for every user
Pzyche.comCognitivematch.com
Optimost.com
I like Football
I like Casino
I like Poker
I like Bingo
Football
Casino
Poker
Bingo
Final Thoughts
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Italy is a BIG marketYou love to gambleYou have decent disposable incomeIt’s a relatively immature marketIt’s unique in personality
It’s all to play for!!! © Unibet Group plc 2010
This is what we know…