Strategic, regulatory and commercial insights to capitalise on the future for European gaming - from the 3rd C5 Forum.

3. 7 Mega Online
Marketing Trends
and how they affect iGaming

4. Understand the trends
Understand the trends in online marketing.
"Develop Advanced Commercial Strategies to Strengthen
Your Online Gaming Presence"

5. SEO

6. Prediction: Social & Content Influence SEO
“For the past decade and a half, marketers have often thought of
SEO, social media, and content as separate channels and
segmented practices.
But these barriers are crumbling. In the past 24 months, we’ve
seen the overlap between search, social, and content increase at
a rapid pace, spurred on by innovations from the search engines,
and reinforced by the correlations of social sharing and
linking/ranking behavior.
In 2013, I expect to see many of the most successful marketers
treat these practices not as disparate channels, but as
optimizable elements of a whole.”
Rand Fishkin, SEOmoz
SEO is becoming a hybrid of 'social
engineering' and data analysis

7. Prediction: Social & Content Influence SEO
Search engines use web links as 'votes'.
Engines are getting better at understanding 'human signals'
Faking the signals does not work as easily as it used to.
Winners: Those who get into the science of link building and match it with far
better content.
Losers: Those who stay with link spamming and doing content that's
ordinary.
Win by getting scientific.

8. Email

9. Prediction: Email Lives On
“With such a dramatic shift toward more personal, unsolicited
marketing, 2013 will see much more targeted, segmented email
campaigns aimed at delivering more relevant content to
recipients.
We’re all after the Holy Grail of online marketing: sales-ready
leads. The ability to segment email lists and personalize the
content will help to maximize the effect of each email, resulting
in more qualified leads.”
John Bonini, Content Marketing Manager, IMPACT Branding &
Design
Email gets more personal.

10. Prediction: Email Lives On
Email is going from mass broadcast to niche broadcast. The better the
technology and data behind it, the more relevant the messaging becomes.
Winners: Those who understand how easily email can be ignored and adopt
technologies that make it useful, relevant and interesting to their readers.
Losers: Those who think the ROI doesn't add up, stay with old practices and
carry on spamming, forgetting that every spam message is another fail for their
brand.
Win by relevance.

11. Accountability in Marketing

12. Prediction: Marketing Becomes More
Accountable for Revenue Generation
A recent Fournaise Marketing Group study found that 73% of
executives don’t believe marketing drives demand and
revenue.
“For CMOs, the pressure is on. CEOs are paying more
attention to Marketing’s contributions and are holding them
more accountable for revenue generation. Because of this,
we’re starting to see a shift in how marketing is measured …
to quotas and SLAs that are more aligned with sales goals.”
Greg Alexander, CEO, Sales Benchmark Index (SBI)
Quantify results

13. Prediction: Marketing Becomes More
Accountable for Revenue Generation
Marketing technology is improving rapidly, this leads to advances in tracking,
which in turn leads to expectations around accountability.
So when companies are being squeezed on their bottom line and they know
accountability is there, sloppy marketing with little accountability is axed.
Winners: Those who sort out their tracking, analytics and insight so they get a
grip of wasteful spending.
Losers: Those who dump large budgets into marketing with no hard metrics i.
e. TV. and ignore the data.
Win by loving the data

14. Know your customer journey

15. Prediction: Marketers Will Know Thy Customer
“Marketing automation systems will provide more unified
customer views across channels and systems.
The goal of not merely importing data from multiple systems, but
of integrating that data so interactions of the same individual are
combined even when they take place in different channels will be
increasingly realized.
This is a critical capability since all analysis is based on this
unified customer view.”
David Raab, Analyst, Gleanster
Unify customer data

16. Prediction: Marketers Will Know Thy Customer
It's progressively getting easier and cheaper to crunch large amounts of data to
build insight into customer activity across what were disconnected channels i.e.
email / offsite / onsite behaviour.
Of course privacy concerns slow down the access to this unified view of the
customer, however the pressure to make profit creates ingenious solutions to
make sense of the customer.
Winners: Those who invest in the insight and technology needed to deal with
customer insight head on.
Losers: The ones with deep technical debt that can't buy their way out of their
existing siloed systems and who believe marketing channels are somehow not
connected.
Win by understanding the customer ecosystem

17. Real time marketing

18. Prediction: "Campaigns" Fade Out, Real-
Time Marketing Is In
“In 2013, we’ll see many more marketers take advantage of the
power of real-time communications to grow business.
In 2013, buyers instantly engage with brands on their websites,
talk back via social media like Twitter and Facebook, and
follow breaking news in the markets they are interested.
The old model of marketing built on a company timeline doesn’t
work so well, but after decades of “campaigns” planned way in
advance, it’s difficult for marketers to change to a mindset
based on speed.
Clearly, the opportunities to grow your business in 2013 and
beyond mean real time is key. Success comes from engaging
your buyers when they’re ready, not when it’s convenient for
you.”
David Meerman Scott, Best-selling Author
Win by understanding the customer ecosystem

19. Prediction: "Campaigns" Fade Out, Real-
Time Marketing Is In
'Real time' in marketing terms is 'relevant to me now'. On the theme of
technology, its when you have the systems and infrastructure to respond
immediately to sentiment.
Winners: Those who are responsive and give customers what they want now.
Losers: Those who don't reorganise around the immediate customer feedback.
Win by being responsive

20. Marketing with a human voice

21. Prediction: Marketing Speaks like a human
“The advent of social media has meant that the world of separate
internal and external messaging has disappeared.
If a customer talks to your Customer Service department, they
expect the same response they’d get if they talk to marketing, or
sales, or engineering. Creating a unified external face is critical.
If you want to build long-term relationships, you’ve got to have a
consistent, human voice - coming from all levels of your
organization.”
Unify your company's voice. Be human.

22. Does this appeal to you?
Acme iGaming is a custom iGaming development company
specializing in the rapid development of highly maintainable and
dynamic software to meet custom client software specifications.
Acme attains rapid delivery through active management and
focused teamwork coupled with the constant improvement of our
internal processes and development methodology.
How about 'We do iGaming Software clients love'
Winners: Speak in the same way as their customers, building a
connection with them.
Losers: Carry on thinking customers are impressed with pointless
company speak.
Win by listening to the customer voice.
Prediction: Marketing Speaks like a human

23. Gamification

24. Marketing gets gamified
“Gamification presents a repeatable, reliable framework for
increasing your social media and online marketing results. In the
next year even small and medium sized companies will start to
understand and utilize it’s core concepts.”
Marketing can be fun

25. Marketing gets gamified
The inner child in us loves to make things more fun and when
marketeers do can this with things like achieving certain goals in
registration, or refer a friend, you can achieve amazing results.
Winners: Those who think laterally about challenges like
registration processes, or referring other users to an operator or
learning journeys.
Losers: those who think people don't like to have fun
Win: Steer people through fun

26. To wrap up
Technology > Focus > Speed

27. Thanks!
Nick Garner
CEO
SearchWorks™ / Driven By Data.
Multi Language SEO, PPC, Inbound Marketing
----
E: nick.garner@searchworks.eu
M: +44 7814029751
Skype: nicholashgarner
Gtalk: nicholashgarner
London: 136 – 138 Holly Road, Twickenham, TW1 4HQ | +44 208 816 8208
Leeds: Manor House, Manor Street, Sheepscar, Leeds, LS71PZ | +44 113
207 9283