Marketing professionals are increasingly frustrated with existing marketing channels, as the cost of directing traffic to a website continues to increase, while returns fall. And while the gaming industry will surpass 4 billion pounds in gross revenue in 2016, channel fatigue is becoming a very real concern.
The existing channels are limited by two key problems: the inability to identify and track individual visitors on all devices and, as a result, the lack of knowledge of each user’s intention and, therefore, their potential value. Behavioral Marketing is designed to change the game, combining the ability to identify a single visitor on each device and browser with the use of that visitor’s digital body language to create a behavioral profile that reveals the level of intention and allows a level of sophistication , relevance and timely marketing interaction.
Nick Keating, Director of EMEA, Bounce Exchange explains how the new behavioral marketing channel can generate significant incremental value for the gaming industry.
When most online organizations can identify approximately only 5% of the traffic that visits a site, there is no other option than to treat traffic in the same way, regardless of the individual’s level of intent, and increasingly, that means global offers. Whether a client demonstrates a clear intention to play or simply idles before bouncing, the offers and incentives are the same.
Not only are gaming companies clearly missing a trick by not differentiating between the potential value of the customer, but this ongoing promotion tactic is actually teaching customers to wait for offers, making it less likely that they will play without them.
However, the way people behave online offers enormous insights that can be leveraged to transform the relevance and quality of the online experience. Behavior, in particular, gives vital clues about an individual’s likelihood of conversion: from the number of times he has only partially completed the registration page, he has analyzed several options on the site or the time he has spent investigating the probabilities of the next game of Arsenal.
And a new marketing channel, Behavioral Marketing, is gaining ground to take advantage of this new understanding of a user’s online behavior to offer more relevant digital experiences that increase customer acquisition, conversion rates and increase incremental revenues.
With this highly detailed information about what each individual visitor is doing in real time, marketers can move forward and adopt an individualized marketing based on people. Fundamentally, with the ability to identify clients with high and medium intentions, marketing specialists can begin to focus the activity on the most valuable people, and increasing the sophistication and relevance of the interventions, both online in real time As offline, marketers can increase an individual’s intention and move it higher up the conversion ladder and begin to address the fatigue created by existing marketing channels.
However, in the current scenario of multiple devices, the challenge for marketers is not just to follow this digital body language to understand the intent of an individual, but to do so through each device and browser. And since the mobile game is expected to grow at double-digit rates and reach more than 40 percent of the total online gambling market in 2018, the importance of synchronizing these channels can not be forgotten. But without an end-to-end understanding of the interactions of each visitor and past visits from the tablet and mobile, the office computer and the home laptop, the behavioral profile will be incomplete.
To unlock this new revenue channel, therefore, the first step is to identify visitors on all devices and browsers. This ability to identify and profile users of anonymous websites is an essential function of Behavioral Marketing, and can be achieved with the capture of a unique but very powerful identifier, the best being an email address.
Armed with the email address of an individual, a company can address that visitor in all browsers, device types and channels, and associate the specific actions that the visitor carries out and outside the website with that email address electronic. Once that email address has been gathered, marketers can explore the behavior of visitors to improve the quality of the online experience and then implement increasingly sophisticated Behavioral Marketing, both online and offline. , to encourage visitors with more intention to visit more frequently.
This ability to analyse a visitor’s online behaviour to understand motivation and intent enables marketers to become both more focused on customer value and far more proactive – guiding an individual through the process towards conversion, using a granular behavioural profile to automatically induce website changes in the existing Content Management System (CMS) in response to specific user behaviours.
For example, a first time visitor to a website is typically in discovery mode and wants to know more about the company, its products and values. Rather than the generic free bets when you register, an overlay about the current bets with the best returns would be a more nurturing approach that begins to build brand affinity by driving new visitors directly to areas of high interest.
Online sales may still be increasing but there is no doubt that fatigue within existing channels is creating a downward spiral that will continue to erode revenue with minimal incremental gain. As pressure continues to grow, marketers cannot afford to keep doing more of the same – but without a way of identifying the 95% of anonymous site visitors and determining their potential value, options are limited.
Behavioural Marketing marks a significant shift in the way marketers can engage with visitors online. Cross device identification coupled with advanced behavioural digital experiences and enhanced through behavioural profiling can truly enable marketers to gain new insight into the mind-set of those critical medium and high intent visitors. By adding the Behavioural Marketing channel to the existing online mix marketers have a chance to focus on high intent visitors, build the relationship and explore sophisticated online and offline interventions to increase customer acquisitions and unlock a digital goldmine.