Choosing the right channel to reach the target audience

Choosing the right channel to reach the target audience

Thursday, July 7, 2016 Posted by Andy McCarron
SMS marketing works well in Turkey, but not in the UK according to GVC's latest marketing partner Optimove

Different markets are responding very differently to marketing messages and the medium in which they are transmitted, according to Alon Tvina, COO at marketing specialist Optimove.

Optimove has just signed a deal with GVC Holdings, owner of household brands including SportingBet, CasinoClub and bwin.party, to serve as its enterprise CRM and player marketing vendor. Given the operator has such a wide operational footprint, Optimove believes its experience of player behaviour in different geographies can make marketing more efficient for the company.

Tvina explained that many countries respond in different ways to the various marketing channels that are open to companies these days.

He told TotallyGaming.com: “Some markets are really advanced while others are more conservative. In some places email is becoming obsolete while in others it is still the number one communication channel.

“On the other hand, some communication channels that are commonly used in some countries are a big “no no” in others. For example, the Turkish market responds very well to SMS campaigns, while in the UK the response rates to this channel are lower.”

Optimove plans to enable GVC’s various CRM and marketing operations to consolidate, manage and automate multi-channel customer marketing based on predictive customer modelling technologies. The Optimove system automatically personalises, executes and optimizes a complete framework of customer-data-driven campaigns, resulting in increased player spend and engagement, alongside reduced churn.

Tvina explained how his firm approachesa multiple jurisdiction strategy: “The challenge is to first of all create one logic and language across all territories, and fine tune it to fit the cultural nuances in each territory. Optimove helps achieve this by creating clear definitions of lifecycle stages and segments which are then used to define KPIs.

“It's extremely difficult to maintain a bird's eye view of each territory's marketing and its results, but by using Optimove our clients can review what each territory is doing in a click of a button. Optimove also helps share campaigns and ideas across territories, with a significant proof of whether the campaigns are working or not.”

Adam Lewis, GVC’s group head of sportsbooks, commented: “We made the strategic decision to adopt Optimove across our enterprise following their proven success at increasing player engagement within our Sportingbet brands.

“Optimove’s software and consulting services provide us with a significant strategic edge in our highly-competitive industry, which we’ll now leverage across Bwin and the other brands within our newly enlarged group.”

Tvina added: “The GVC brands we’ve already worked with are among the most sophisticated users of our Customer Marketing Cloud. We look forward to working closely with additional GVC properties to duplicate these player marketing successes and further cement GVC’s position as a leader in its space.”

Totally Gaming Says: “Given the extensive footprint of GVC it is no wonder the firm has brought in a marketing specialist to help communicate with its audience, especially if there have already been positive results from such a partnership. As the industry is constantly trying to second guess millennial behaviour in the new digital age, bringing in experts seems like a sensible move.”

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