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Practical marketing in italy

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Online marketing for eGaming in Italy

Online marketing for eGaming in Italy

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http://www.nickgarner.co.uk 41
http://www.linkedin.com 5
http://garner.so 2
http://searchworks.eu 2

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  • Full Name Full Name Comment goes here.
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  • URL fixed : Pzyche.com
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  • Thanks Jason - as it happened, I made a big point around your technology.
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  • Nick,.

    That's a great presentation and one I completely agree with.

    Thank you also for mentioning our Visitor Propensity Intelligence system - Pzyche, on slide 42.

    The URL is wrong though, it should be http://www.pzyche.com

    Thanks

    Jason
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Practical marketing in italy Practical marketing in italy Presentation Transcript

  • Practical Marketing In A Regulated Market © Unibet Group plc 2010
  • © Unibet Group plc 2010 My Specialisations
    • SEO (Search Engine Optimisation)
    • PPC (Pay Per Click Marketing)
    • Conversion Optimisation
    • SMM (Social Media Marketing)
    • Refer a friend (Peer to Peer Marketing)
  • Interesting Marketing Principles
  • © Unibet Group plc 2010 Interesting Marketing Principles
    • Educating a market is costly
    • Being a market innovator isn't necessarily a good thing, because it means educating a market
    • The company who educates the market can ultimately lose because of poor ROI & lack of marketing budget
  • Game theory in Gaming Small Market Casino / Sports / Poker Marketplace Big Spend on: - Education - Brand Small Spend on: - Education - Brand Co: A Co: B Co: C
  • Game theory in Gaming Casino / Sports Marketplace Big Spend on: - Education - Brand Small Spend on: - Education - Brand Big Market Casino / Sports / Poker Marketplace Co: A Co: B Co: C
  • © Unibet Group plc 2010 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
  • © Unibet Group plc 2010 Post Licence
    • Many enter the market at the same time
    • Costs will rise exponentially over a short time
    • Big operators will burn through budget and survive because they can sustain poor ROI
    • Marketing efficiency & great product is critical
  • © Unibet Group plc 2010 Post licence settle down
    • Market has been carved up
    • Small specialist operators will move in
    • More about share of wallet:
      • More branding effort needed
      • Users less brand loyal
      • More money spread across more operators
  • © Unibet Group plc 2010 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 Structure
    • Logical campaign structure
    • Right adverts per phrase / category
    • Right landing page
    • Better conversion path for user
    • Equals 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 ad
    • For BIG spend words, run in its own ad group
  • PPC: Right Ads
    • Right ad for the keywords
    • Keyword in ad
    • Good call to action
    • Easy to read/scan
  • Ad Copy Examples Betting Online Casino Poker
  • PPC Blooper!
  • PPC: Landing Pages
    • Multivariate testing in place
    • Right message
    • Good page flow
  • PPC: ROI
    • $$ out = $$ profit in
    • You are now in control
  • SEO
    • 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.
    © Unibet Group plc 2010 SEO: words of wisdom
    • You have to use a dot.it domain
    • Your tracking has to account for this localization
    • Your systems have to feed transactions into the government for tax purposes.
    © Unibet Group plc 2010 Technical Issues (stuff you already know!)
  •  
  • Kw ‘Casino’
    • KW scommesse sportive
    • A lot of affiliates
  • Licenced in malta Licenced in malta
    • Casino
    • Casino
    • If you have old sites i.e. ww12.mysite.com, then 301 this to the new legal domain
    • If licensed then its the usual seo story
    • If you ignore your seo – you will spend on affiliates. Every affiliate earned sale, happens because of your internal inefficiencies
    © Unibet Group plc 2010 SEO Tricks
    • They are agile
    • They don’t have to work to local regulations
    • They are the ones you have to out rank
    © Unibet Group plc 2010 Affiliates
  • Social
  • Cluetrain: Markets are conversations © Unibet Group plc 2010 Social: the BIG idea
    • ROI is hard in Social (except for 1 area)
    • Facebook is nearly ready
    • Twitter is noise
    • ‘ Refer a friend’ is amazing!
    © Unibet Group plc 2010 Social: It’s not all Twitter
    • Sports: 1 to 1, Forums, Facebook
    • Poker: 1 to 1, Forums, Facebook
    • Bingo: 1 to 1, Forums, Facebook
    • Casino: What ‘conversation’?
    © Unibet Group plc 2010 Social: Where are the conversations?
    • The ‘traditional’ social
    © Unibet Group plc 2010 Refer a Friend Me Like! You Like? You Like! Me Like!
    • Typically 10 – 15% of all new acquisitions
    • Easy to run
    • ROI of 4 – 6 (3 – 2 month payback)
    • Core to all my social activity!
    © Unibet Group plc 2010 Refer a Friend
  • Conversion (is King)
  • Conversion: Poor Funnel (Est. Figures) 10,000 Impressions 3% 6% 18% 15% 300 Impressions 18 Register 3 Fund 0.5 good accounts @ 1.08% click To conversion Google PPC Ad Landing Page Register Fund Active ROI+ 20%
  • Conversion: Average Funnel (Est. Figures) 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. Google PPC Ad Landing Page Register Fund Active ROI+ 20%
  • 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 multivariate Maximise conversion per ‘grouping’ of traffic Landing Page A ‘ WINNER!’ Landing Page B Fund Fund Web traffic Web traffic
  • Conversion using propensity tools: Maximise conversion for every user Pzyche.com Cognitivematch.com Optimost.com I like Football I like Casino I like Poker I like Bingo Football Casino Poker Bingo
  • Final Thoughts
    • Italy is a BIG market
    • You love to gamble
    • You have decent disposable income
    • It’s a relatively immature market
    • It’s unique in personality
    • It’s all to play for!!!
    © Unibet Group plc 2010 This is what we know…