SPONSORED EDITORIAL / I M I M O B I L E
MULTI-CHANNEL: STACKING
THE ODDS IN YOUR FAVOUR
ADAM MAXTED
t BUSINESS
DEVELOPMENT
DIRECTOR
t IMIMOBILE
As business
development director
at IMImobile, Adam
Maxted is actively
involved in developing
IMI’s business in the
media and gambling
sector. Recently, he has
worked with Betfair to
deliver mobile marketing
solutions coinciding with
the FIFA World Cup
2014.
82
IMIMOBILE’S BUSINESS DEVELOPMENT DIRECTOR, ADAM MAXTED,
EXPLAINS THE CHALLENGES OF MULTI-CHANNEL MARKETING
I
n today’s market consumers are inundated
with different gambling and gaming
companies competing to be their chosen
brand. The new battleground for growth is
mobile; with Juniper Research predicting that
there will be 100 million additional mobile
gambling users in the next five years. But
what is the best strategy for driving customer
acquisition, retention and revenue?
Econsultancy reports that customers who
engage with a business via multiple touch points
are more valuable, and found that gambling
companies saw an average revenue uplift of
38% per player when customers were engaged
across multiple channels. The key is datadriven, multi-channel campaigning to create
a marketing strategy that drives acquisition,
increases ROI and differentiates brand
experience from competitors.
From our experience providing marketing
and CRM solutions, we have seen a number of
consistent barriers that are causing gambling,
gaming and other businesses to struggle to
deliver marketing campaigns across SMS,
MMS, email, social media and push notification
HAVING TO LOG INTO MULTIPLE PLATFORMS TO
EXECUTE AND TRACK CAMPAIGNS ACROSS DIFFERENT
CHANNELS PREVENTS A REAL-TIME VIEW OF
RESPONSES ACROSS MULTIPLE CHANNELS
t ADAM MAXTED
t IMIMOBILE
channels. The first barrier is having data siloed
across the business in different departments,
and even countries. As a result, this causes
inconsistencies in existing data, hindering the
personalisation and timely delivery of marketing
campaigns. On the campaign execution
side, having to log into multiple platforms to
execute and track campaigns across different
channels prevents a real time view of responses
across multiple channels, which is needed to
understand customer behaviour and frustrates
campaign optimisation.
Recognising these common challenges,
IMImobile simplifies the process of deploying
multi-channel marketing. We specialise in
integrating into existing CRM platforms to help
gambling and gaming companies deliver real
time, personalised and data-driven multi-channel
campaigns. By adding a layer of campaign
progression, targeting and triggers, we ensure
marketing messages are relevant, contextual and
delivered at the opportune moment to maximise
ROI. In addition, our data insight specialists
provide support and advice, helping to leverage
data intelligence to create a long-term marketing
strategy, leading to customer retention.
We are currently working with the UK’s
leading betting exchange to deliver targeted
and personalised mobile messaging campaigns.
Using our solutions, the betting exchange was
able to reduce the delivery time for multichannel campaign deployments by over 80%,
allowing them to drive in-play betting frequency.
Contact IMImobile today for a free consultation
about how we can help your company optimise
your multi-channel campaigning to drive
acquisition, retention and revenues. Call Adam
Maxted on +44 7717 696 917 or email him at
[email protected].
W W W. E G R M A G A Z I N E . C O M