practical marketing in italy

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 OptimisationSMM (Social Media Marketing)Refer a friend (Peer to Peer Marketing)

Interesting Marketing Principles


Interesting Marketing Principles

Educating a market is costlyBeing a market innovator isn't necessarily a good thing, because it means educating a marketThe company who educates the market can ultimately lose because of poor ROI & lack of marketing budget

Game theory in Gaming

Co: A

Co: B

Co: C

Small MarketCasino /

Sports / Poker Marketplace

Big Spend on: - Education- Brand

Small 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: - Education- Brand

Big Market Casino / Sports

/ Poker Marketplace


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


Post Licence

Many enter the market at the same timeCosts will rise exponentially over a short timeBig operators will burn through budget and survive because they can sustain poor ROIMarketing efficiency & great product is critical


Post licence settle down

Market has been carved upSmall specialist operators will move inMore about share of wallet:

– More branding effort needed– Users less brand loyal– More money spread across more operators


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 StructureLogical campaign structureRight adverts per phrase / categoryRight landing pageBetter conversion path for userEquals 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 adFor BIG spend words, run in its own ad group

PPC: Right Ads Right ad for the keywordsKeyword in adGood call to actionEasy to read/scan

Ad Copy ExamplesBetting Online Casino Poker

PPC Blooper!

PPC: Landing PagesMultivariate testing in placeRight messageGood page flow

PPC: ROI $$ out = $$ profit inYou are now in control

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.


SEO: words of wisdom

22

You have to use a dot.it domainYour tracking has to account for this localizationYour systems have to feed transactions into the government for tax purposes.


Technical Issues (stuff you already know!)

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 domainIf licensed then its the usual seo storyIf you ignore your seo – you will spend on affiliates. Every affiliate earned sale, happens because of your internal inefficiencies


SEO Tricks

29

They are agileThey don’t have to work to local regulationsThey are the ones you have to out rank


Affiliates

Social

31

Cluetrain: Markets are conversations


Social: the BIG idea

32

ROI is hard in Social (except for 1 area) Facebook is nearly readyTwitter is noise‘Refer a friend’ is amazing!


Social: It’s not all Twitter

33

Sports: 1 to 1, Forums, FacebookPoker: 1 to 1, Forums, FacebookBingo: 1 to 1, Forums, FacebookCasino: What ‘conversation’?


Social: Where are the conversations?

34

The ‘traditional’ social


Refer a Friend

Me Like!You Like?

You Like! Me Like!

35

Typically 10 – 15% of all new acquisitionsEasy to runROI of 4 – 6 (3 – 2 month payback) Core to all my social activity!


Refer a Friend

Conversion(is King)

Conversion: Poor Funnel (Est. Figures)

Google PPC Ad

Landing Page

Register FundActiveROI+ 20%

10,000 Impressions

3%

6%

18%

15%

300 Impressions

18 Register

3 Fund

0.5 good accounts@ 1.08% click To conversion

Conversion: Average Funnel (Est. Figures)

Google PPC Ad

Landing Page

Register FundActiveROI+ 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.

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 multivariateMaximise conversion per ‘grouping’ of traffic

LandingPage A

‘WINNER!’

Web trafficWeb traffic LandingPage B

FundFund

Conversion using propensity tools: Maximise conversion for every user

Pzyche.comCognitivematch.com

Optimost.com

I like Football

I like Casino

I like Poker

I like Bingo

Football

Casino

Poker

Bingo

Final Thoughts

44

Italy is a BIG marketYou love to gambleYou have decent disposable incomeIt’s a relatively immature marketIt’s unique in personality

It’s all to play for!!! © Unibet Group plc 2010

This is what we know…

practical marketing in italy

Business