Cut-through in marketing; the music analogy

Cut-through in marketing; the music analogy

Thursday, October 20, 2016 Posted by Totally Gaming
Marketing manager of streaming service Deezer gives his tips

The online gaming marketer has an abundance of tools at his disposal to reach so many potential customer, whether it is push notifications, on-screen messaging, SMS, email solutions, home screen messaging, yet the marketing teams often have no idea what will happen once those messages are sent.

This was the message from Golan Shaked, chief marketing officer at Deezer. Previously executive at BwinParty working with the PartyGaming and Foxy Bingo brands, Shaked pointed out that the consumer now has at their disposal devices which are a leap ahead of even what was being used five years ago

“When you think about it, this is just a fraction of the stuff that the digital marketers can use,” he told the audience at the EiG Conference. “This isn’t the full comprehensive list and the key message is that while we have the tools and the segmentation of the customer, we need to avoid being trigger happy.”

He said companies should, for a start, concentrate on the product and spend money on making the user interface as good as it can be. But he added that research was also fundamental. “We are spending a lot more money on psychographics and observational research, understanding in our case, how they interact with the music.”

He added: “What we are trying to understand is what they are not telling us when they are listening to the music; their facial expressions, how they react emotionally,” he said.

He pointed out that Deezer was a challenger brand, and that the company needed to constantly test how consumers were interacting with the brand. He added that consumers learn more about your product from actually using it.

He said that to achieve marketing cut-through, brands had to understand the context of the interaction. He added that a particularly good example in the online gambling world was bingo. From his time at Foxy Bingo, Shaked said the company understood from the observational research that the players like to smoke cigarettes while watching TV and having a cup of tea when they were playing. 

“Once we discovered how these people played, we decided to tailor our product for smaller devices, laptops and tablets,” he said. “That changed the entire dynamic of how we developed the product.”

Totally Gaming says: There is much more we can learn as an industry from those working in disparate fields, particularly when it comes to marketing. What Shaked says about his experience at Deezer is instructive, partly due to his online gambling background, but also because it shows how other industries are facing similar issues an attempting to achieve cut-through in very busy consumer marketplaces.

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