ICE: Forget a ‘blanket’ approach to social media, experts say

ICE: Forget a ‘blanket’ approach to social media, experts say

Tuesday, February 2, 2016 Totally Gaming
Gerard Cunningham said that operators should not spread themselves too thinly

A one-size-fits-all approach to pushing your brand through social platforms across different devices will not work, Winistry chief executive Gerard Cunningham said today (Tuesday) at ICE Totally Gaming.

Cunningham said that companies need to concentrate on getting it right on platforms that will be relevant for them, rather than trying to replicate what the “big players” are doing.

“It’s impossible for a company to be marketing brilliantly on every single channel,” he said. “You should focus on what will make your brand stand out.

“You’ve got to understand exactly who the customer is, and the general blanket approach doesn’t work. Social is fantastic for engaging people in your live event, whatever it is.”

Alessandro Allara, head of online at SNAI, said that his organisation was interested in following customers on through their “entire journey”.

He said: “Customers who are engaged with the brand through social are more loyal, so their lifetime value will be high. Investing in content can help to drive the legacy programme.

“We have launched new apps and are trying to cover all screen sizes. Mobile is overtaking desktop for sports betting and the tablet is potentially the best second-screen platform, so we’re tailoring the apps to provide more content on the iPad, for example.

“The big change for us has been HTML5. We see different KPIs through different devices.”

Aoife Desmond, senior manager, eCommerce, Twitter, said that marketers need to build an experience for followers.

“The most savvy marketers in the space of gaming are finding a perfect marriage between platform and marketing,” she said. “People on Twitter, for example, want to hear from you about offers and discounts. There’s an engaged audience of gamblers on Twitter.”

Cunningham insisted that technology has shifted business models considerably over the past decade.

“You wouldn’t start a company now that is web-first – you would make it mobile-first,” he said. “Even though there might be more money to be made on a PC or laptop, the future is mobile.”

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