The document discusses building a balanced marketing ecosystem using both traditional and digital marketing channels. It recommends starting with existing internal assets and customer data, then diversifying the acquisition strategy to include more digital channels like SEO, PPC, affiliates, social media and apps. The strategy should integrate new and existing channels, test campaigns, track performance on all channels, and constantly re-evaluate and optimize based on results. The goal is to increase reach, engagement and accessibility through an integrated approach combining online and offline tactics for new customer acquisition, cross-platform marketing and retention.

1. The Balanced Marketing Ecosystem:
Using Traditional & Digital Marketing to Maximize Your
Acquisition of New Customers
Allan Petrilli
Manager of Affiliate Services
Income Access Group

2.  Introduction
 Setting the stage
 Current market and evolution
 Digital marketing channels – what you need to know
 Tying offline and online marketing together
 Questions
PRESENTATION OVERVIEW

3.  Land based properties
 Racetracks and casinos
 Online gaming websites (real money and free play)
• Run by provincial Governments
• Offshore accepting Canadian players
• Rogue from within Canada
 Social gaming
 Through traditional social platforms
 Web based games
CANADIAN ONLINE GAMING– AT A GLANCE

4.  2004: B.C. began offering online lottery tickets and sports betting
 2010: Loto-Quebec introduced online poker and casino-style games for its residents
 2010: British Columbia, through the British Columbia Lottery Corporation (BCLC),
became the first Canadian province to open an online casino to its residents
 2013: The BCLC, Loto-Quebec and Manitoba Lotteries joined the Canadian Poker
Network, which is the first regulated poker network in North America, enabling gamblers
based in these provinces to play at the same online tables.
 2013: To date, the RCMP hasn't brought a case forward against an offshore gambling
operator
 2015: At present, every province in Canada is able to permit, license and regulate its own
online gambling sites
CANADIAN ONLINE GAMING – AT A GLANCE

5. CANADIAN ONLINE GAMING – AT A GLANCE
Considerations of each market:
 Legislation – impacts on marketing, content, market growth
 Geolocation, content, and payment processing – limitation on market
growth
 Population – impacts on appetite for market entry and saturation
 Taxation – profitability and growth
 Marketing – ability to create a balanced marketing ecosystem

6. THE STATS - REVENUE
Canada is 4th in the world
with total gross gaming
revenue per capita
$14 billion in revenue

7. CANADIAN INTERNET USAGE TRENDS
In 2013, Canada led the world in web page visits/month, and second in hours
spent online. 87% of households have an internet connection

8. THE STATS - MOBILE

9. THE STATS - MOBILE

10. THE STATS – ONLINE USAGE

11. THE STATS - MOBILE
Millennial Media and comScore
report that 56% of online
content is now consumed via
smartphones (44%) and tablets
(12%) while just 44% is
consumed on desktop
computers.
 Streaming Radio:
• Mobile = 95% (79% smartphones and 16% tablets)
• Desktop = 5%
 Games:
• Mobile = 85% (79% smartphones and 6% tablets)
• Desktop = 15%
 Social Media:
• Mobile = 72% (61% smartphones and 11% tablets)
• Desktop = 28%
 Weather:
• Mobile = 70% (61% smartphones and 9% tablets)
• Desktop = 31%
 Retail:
• Mobile = 53% (39% smartphones and 14% tablets)
• Desktop = 47%

12. THE STATS - MOBILE
 Canadians are now spending more time in mobile
devices than desktop online browsing
 According to Google, 9 out of 10 smartphone users start
a session on one device and finish on another. Because
of this, Cross-platform is integral to marketing approach
in 2015.
 There is a need to merge gaming channels. There needs
to be a cross-over between when the player leaves the
venue and is no longer able to play for real money and
when they go home to play with virtual money (Or real
money)
 Mobile App Usage is Dominating the Mobile Web: app
Store Optimization is vital acquisition tool

13. DIGITAL MARKETING – WHAT ARE WE TRYING TO SOLVE?
You want to:
 Reverse effects of declining property traffic
 Increase revenue
 Integrate your offline and online marketing
strategies (or build online strategies)
 Convert offline traffic into online, and vice
versa
 Grow, develop, position and expose your
brand

14. WHY IS DIGITAL MARKETING IMPORTANT
 Differentiation and brand identity is essential
 Customer Engagement
 Expanding your reach
 Converting non-gamblers through education and awareness
 Increasing the profitability of existing customers
 Increasing brand touch points and accessibility
 Collecting customer feedback
 And of course…. KEEPING YOUR CUTOMERS ENGAGED ONCE THEY WALK OFF
PROPERTY

15. DIGITAL MARKETING – GETTING STARTED
 Consider your goals
• These are long-term
• They tell you where you want to go
• Be specific and realistic
• Make sure your goals are always in line with your online mission
• They help you improve your company’s overall effectiveness

16. DIGITAL MARKETING – GETTING STARTED
Consider your goals
 Consider your objectives
• These are short-term
• They tell you how to get there, they guide you
 These are the steps you take to achieve your goals
 Consider your resources and budget
• Do you have the resources available?
• What is your budget?
• You have to ask yourself “who’s responsible?”
• i.e., who will take charge of this project/transition?
• Who will be the point of contact?

17. DEVELOP YOUR PLAN…
 Based on your goals, objectives, and budget (answered above), you now have the foundation
for your online marketing strategy – but how will you execute it?
 The next section will review the different digital strategies that your plan should include

18. KEEP IN MIND…
The following digital strategies, while
independent of each other, have a much higher
rate of success when leveraged as a group

19. In order to perform this online transition, the following tactics, or marketing
channels, need to be implemented:
 Player website
 SEO
 PPC
 Media Buys
 Email Marketing
 Affiliate/Performance Marketing
 Social Media
Blogs, Forums, Videos, Twitter, Facebook, LinkedIn, Instagram/Flickr
Each of the above tactics has pros and cons
Depending on your strategy, some of these tactics will be more valuable
DIGITAL MARKETING – KNOWING YOUR OPTIONS

20. Channels Audience (Database) Effort Costs Results
Organic search External, Internal *** * Long-term
Database marketing Internal * * Short-term
Social media External, Internal *** * Long-term
Pay per click External, Internal * *** Short-term
Paid media External * *** Short-term
Affiliate marketing External *** * Medium-term
Paid social External, Internal * *** Short-term
SMS marketing External ** ** Short-term
Traditional media External, Internal *** *** Medium-term
DIGITAL MARKETING – GETTING STARTED

21. SEO
 Search Engine Optimization (SEO) is the use of various techniques to improve
a website’s ranking on search engines, ultimately to attract more visitors
 Considers how search engine algorithms work
 Websites compete for attention and placement in search engines
 Second most important digital channel for digital lottery acquisition
Content
quality +
value to
players
User
experience
+ User
interface
Spider
accessibility
+ canonical
content use
Internal link
architecture
Keyword
research +
targeting

22. SEO
Pros:
 Low cost
• The financial investment for SEO is low, other than time
 Permanence
• SEO results, once gained, have long-lasting effects
Cons:
 Long term results – which could impact brands looking for quick traffic wins
 Requires continuous maintenance
 Time consuming
 Vulnerability to changes made in search engine algorithms

23. PPC
 Pay per click (PPC) is an advertising
model, or online campaign,
wherein a website pays a set
amount (bid price) whenever
someone clicks on their ad.
 PPC and SEO strategies should be
considered together when
developing an online marketing
strategy
• Visibility
• Share keyword data
• Strategic organic keywords
 Top Channel for Digital Lottery
Acquisition
Your PPC
Campaign
Monthly PPC
reporting
Keyword
grouping
Keyword
bidding
PPC ad
copyright
Daily account
management
Identifying
PPC budget
PPC ad geo
location
targeting
PPC keyword
research

24. PPC
Pros:
 Speed
• Ad campaigns can be employed quickly – but do still take time to grow
 Measurable
• Results can be analyzed for optimization
 Lucrative
• Using the right keywords can be rewarded
 Control
• Ability to control budgets and ensure you are spending to your means
Cons:
 Temporary benefits
 Can be costly
 Google policies

25. MEDIA BUYS
 A media buy is the purchase of advertising in a media venue, such as
newspaper, TV, radio, video, social or website (banner ad).
 Involves the planning, negotiating, purchasing, and tracking of the media-
buying results.
 Media-buying should reflect product branding and connect customers with
the brand experience.
 Media purchases target specific audiences to boost:
• Traffic!!!
• Brand exposure
• Customer loyalty
• Trust

26. MEDIA BUYS
Pros:
 Targeted Traffic
• You can direct your media buys at your niche market
 Efficient
• Quick traffic. You can also test player journeys, organize long term
campaigns, etc.
 Brand Awareness
• Your presence in different venues helps promote your brand
Cons:
 Can be costly – unlike PPC, you can potentially spend money without any visits
 ROI can fluctuate if the campaign is not monitored closely

27. PPC AND MEDIA BUYING: IMPORTANT CONSIDERATIONS
 Put thought into your ad copy – clicks are worth nothing if the user clicking
doesn’t understand what you are selling
 Customer Journey – don’t waste clicks, ensure that you landing pages and
sign-up process are simple and straight forward
 Targeting – important to start small and spend on geo’s that you are strong in

28. EMAIL MARKETING
Email marketing involves sending your affiliates a direct, personalized communication, with
their specific needs in mind.
Pros:
 Simple
• Emails are easy to do
 Valuable
• Sending relevant communications produce solid responses
 Low Cost
• There is little investment required if you already have your own property lists.
Cons:
 Can be considered SPAM if not properly operated (CASL)
 Blacklisting

29. AFFILIATE / PERFORMANCE MARKETING
Performance marketing is a business partnership between merchants and affiliates.
Pros:
 Affiliates are experts, and understand the industry very well
 Act as a brand ambassador
 Both an acquisition and retention partner
 Payment based on performance
Challenges:
 Needs support team
 Needs transparency
 Needs reporting

30. SOCIAL MEDIA
 Social Media are tools that allow people to
create, share or exchange information, ideas,
and pictures/videos in virtual communities
 Communicates brand personality and
authority, and builds relationships and trust
through engagement
 An alternative to traditional PR channel
 Ability to communicate about products and
services in a medium that adds value through
content
 Great medium to connect with a younger
demographic, as well as aging demographic
that have disposable income

31. THE STATS - SOCIAL
Millennials consume
significant amounts of
social media – with highest
being Snapchat!

32. THE STATS - SOCIAL
No surprise that social
network Facebook
drives highest volume
of traffic of all social
platforms.

33. THE STATS - SOCIAL
Studies show social
media is a medium to
find out what friends
are doing –
representing a great
acquisition tool.

34. SOCIAL MEDIA - BLOGS
Pros:
 Develop personality: put forward views and philosophies
 Develop brand and authority
 Build relationship, trust
 Ability to communicate about product and services that cannot be
traditionally explained in web
Cons:
 Can be time consuming, especially for novice writers
 Communications can sound too much like a sales pitch
 Negative comments
• Always respond/address negative comments, to minimize damage and
secure relationship

35. SOCIAL MEDIA - FORUMS
(i.e. discussion boards, message boards)
Pros:
 Popular medium for affiliates and customers
 Ideal place to share industry expertise/knowledge
 Good source for increasing credibility
Cons:
 Requires a high level of moderation; maintenance requires time investment
 Negative comments unfounded

36. SOCIAL MEDIA - VIDEOS
Pros:
 Popular medium
• As of October 2009, YouTube reached 1 billion views a day
 Easy-to-view
 Control branding and marketing message
Cons:
 Attention span – videos need to be short and to the point
 Searchability of video not as sophisticated as written social media
 Can be a costly investment if you don’t have resources
• Development
• Editing
• Hosting

37. FACTORS FOR SUCCESS
 Brand: trust, honesty,
 Product: consistency,
delivery
 Campaigns that engage
 Management of your
database
 Dedicated and engaged
acquisition team
 Exclusive engaging promotions
 Solid retention and loyalty
programs
 Exceptional customer service
 Prompt, reliable payments

38. OTHER FACTORS FOR SUCCESS
Recommended marketing ecosystem:
Mass market (above-the-line):
TV
Print
Radio
Billboards
Ad networks (online and mobile)
Targeted (below-the-line):
SEO
PPC
Social media
Affiliates
Email/content marketing
Digital marketing
channels offer the
ability to track and
measure ROI clearly of
marketing spend

39. THE VALUE OF DIGITAL MARKETING: RECAP
 You don’t need to do it all
 Work with current assets
 Analyze your resources
 Evaluate your budget
 Understand your customers’ engagement with online
marketing
 Start small and experiment
 Measure ROI and understand what works

40. THE VALUE OF DIGITAL MARKETING: RECAP
 Digital marketing is part of an integrated strategy:
• Combining short and long-term objectives
• As part of an overarching strategy leveraging online and
offline tactics
 Aim of increasing reach, brand visibility, accessibility and
customer engagement
Phase 1: Internal
Assets
Phase 2: External
Acquisition

41. SUMMARY - HOW TO BUILD A STRATEGY
1. Beginning with existing channels and content
2. Evaluating performance of existing channels.
3. Analysing current customer database, according to demographics, etc.
4. Segmenting ad/marketing campaigns according to customer segments – offline versus
online campaigns; campaigns targeting younger demographics, etc.
5. Diversifying acquisition strategy to include broader range of channels.
6. Integrating existing channels with new channels (PPC ads, affiliates, app marketing,
ASO, social media marketing, etc.)
7. A/B testing on all channels.
8. Tracking on all channels to then optimise and recalibrate strategy accordingly.
9. Need for constant re-evaluation.
9. Three pronged strategy:
• Acquisition of New Customers
• Cross-platform marketing to existing customers – e.g. converting retail lottery
players into online lottery players; converting land-based casino into social/online
players
• Retention/reactivation of customers/players.

42. THANKS FOR ATTENDING!
For more information, please feel free to email
me at allan@incomeaccess.com