Practical marketing in italy

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 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

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?

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…

Practical marketing in italy

by Nick Garner on Nov 26, 2010

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