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Practical Marketing In A Regulated Market
© Unibet Group plc 2010
2 © Unibet Group plc 2010
My Specialisations
SEO (Search Engine Optimisation)
PPC (Pay Per Click Marketing)
Conversion Opt...
Interesting
Marketing
Principles
4 © Unibet Group plc 2010
Interesting Marketing Principles
Educating a market is costly
Being a market innovator isn't nec...
Game theory in Gaming
Co: A
Co: B
Co: C
Small Market
Casino /
Sports / Poker
Marketplace
Big Spend on:
- Education
- Brand...
Game theory in Gaming
Co: A
Co: B
Co: C
Casino / Sports Marketplace
Big Spend on:
- Education
- Brand
Small Spend on:
- Ed...
7 © Unibet Group plc 2010
Pre Licence:
What's going on now?
– It’s a waiting game.
– Everyone is guessing everybody else's...
8 © Unibet Group plc 2010
Post Licence
Many enter the market at the same time
Costs will rise exponentially over a short t...
9 © Unibet Group plc 2010
Post licence settle down
Market has been carved up
Small specialist operators will move in
More ...
10 © Unibet Group plc 2010
How does this affect you?
If you have the money and the product, you
can bet on ‘brand’
If you ...
Some ideas on ROI centred marketing
PPC
PPC Campaign Structure
Logical campaign
structure
Right adverts per
phrase / category
Right landing page
Better conversion...
PPC: Logical campaign
What’s the meaning of
the phrase?
I.e. ‘Bet Online’ &
‘Online Betting’ same
thing
Group ‘same meanin...
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
21
PPC will not affect your SEO
An operator licence will not affect rankings
Whatever you do, it’s at least 4 months befor...
22
You have to use a dot.it domain
Your tracking has to account for this
localization
Your systems have to feed transactio...
Kw ‘Casino’
KW scommesse
sportive
A lot of affiliates
Licenced in malta
Licenced in malta
Casino
Casino
28
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 st...
29
They are agile
They don’t have to work to local regulations
They are the ones you have to out rank
© Unibet Group plc 2...
Social
31
Cluetrain: Markets
are conversations
© Unibet Group plc 2010
Social: the BIG idea
32
ROI is hard in Social (except for 1 area)
Facebook is nearly ready
Twitter is noise
‘Refer a friend’ is amazing!
© Unib...
33
Sports: 1 to 1, Forums, Facebook
Poker: 1 to 1, Forums, Facebook
Bingo: 1 to 1, Forums, Facebook
Casino: What ‘conversa...
34
The ‘traditional’ social
© Unibet Group plc 2010
Refer a Friend
Me Like!
You Like?
You Like!
Me Like!
35
Typically 10 – 15% of all new acquisitions
Easy to run
ROI of 4 – 6 (3 – 2 month payback)
Core to all my social activit...
Conversion
(is King)
Conversion: Poor Funnel (Est. Figures)
Google
PPC Ad
Landing
Page
Register Fund
Active
ROI+ 20%
10,000 Impressions
3%
6%
1...
Conversion: Average Funnel (Est. Figures)
Google
PPC Ad
Landing
Page
Register Fund
Active
ROI+ 20%
10,000 Impressions
5%
8...
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!’
Web trafficWeb...
Conversion using propensity tools:
Maximise conversion for every user
Pzyche.com
Cognitivematch.com
Optimost.com
I like
Fo...
Final
Thoughts
44
Italy is a BIG market
You love to gamble
You have decent disposable income
It’s a relatively immature market
It’s uniqu...
Practical marketing in italy
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Practical marketing in italy

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Transcript of "Practical marketing in italy"

  1. 1. Practical Marketing In A Regulated Market © Unibet Group plc 2010
  2. 2. 2 © 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)
  3. 3. Interesting Marketing Principles
  4. 4. 4 © 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
  5. 5. Game theory in Gaming Co: A Co: B Co: C Small Market Casino / Sports / Poker Marketplace Big Spend on: - Education - Brand Small Spend on: - Education - Brand
  6. 6. Game theory in Gaming Co: A Co: B Co: C Casino / Sports Marketplace Big Spend on: - Education - Brand Small Spend on: - Education - Brand Big Market Casino / Sports / Poker Marketplace
  7. 7. 7 © 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
  8. 8. 8 © 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
  9. 9. 9 © 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
  10. 10. 10 © 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.
  11. 11. Some ideas on ROI centred marketing
  12. 12. PPC
  13. 13. PPC Campaign Structure Logical campaign structure Right adverts per phrase / category Right landing page Better conversion path for user Equals better ROI
  14. 14. 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
  15. 15. PPC: Right Ads Right ad for the keywords Keyword in ad Good call to action Easy to read/scan
  16. 16. Ad Copy Examples Betting Online Casino Poker
  17. 17. PPC Blooper!
  18. 18. PPC: Landing Pages Multivariate testing in place Right message Good page flow
  19. 19. PPC: ROI $$ out = $$ profit in You are now in control
  20. 20. SEO
  21. 21. 21 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
  22. 22. 22 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!)
  23. 23. Kw ‘Casino’
  24. 24. KW scommesse sportive A lot of affiliates
  25. 25. Licenced in malta Licenced in malta Casino
  26. 26. Casino
  27. 27. 28 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
  28. 28. 29 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
  29. 29. Social
  30. 30. 31 Cluetrain: Markets are conversations © Unibet Group plc 2010 Social: the BIG idea
  31. 31. 32 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
  32. 32. 33 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?
  33. 33. 34 The ‘traditional’ social © Unibet Group plc 2010 Refer a Friend Me Like! You Like? You Like! Me Like!
  34. 34. 35 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
  35. 35. Conversion (is King)
  36. 36. Conversion: Poor Funnel (Est. Figures) Google PPC Ad Landing Page Register Fund Active ROI+ 20% 10,000 Impressions 3% 6% 18% 15% 300 Impressions 18 Register 3 Fund 0.5 good accounts @ 1.08% click To conversion
  37. 37. Conversion: Average Funnel (Est. Figures) Google PPC Ad Landing Page Register Fund Active ROI+ 20% 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.
  38. 38. Landing Page: Typical ‘Grid’ Header Call to action 1-2-3 ‘lead-in’ Footer Landing page example
  39. 39. Landing page: Comment Text draws you away from register button No Join now button Distracting content Landing page example
  40. 40. Conversion with A/B and multivariate Maximise conversion per ‘grouping’ of traffic Landing Page A ‘WINNER!’ Web trafficWeb traffic Landing Page B Fund Fund
  41. 41. 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
  42. 42. Final Thoughts
  43. 43. 44 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…
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