How the Online Gambling Industry Uses Targeted Marketing – and How You Can Too
For small businesses, there’s a constant drive to generate sales. Without the resources available to bigger enterprises, this can feel like running uphill, but there are ways to make your marketing attempts more effective – even with a limited budget.
One of these is targeted marketing. This is when you aim your resources at a specific demographic who you feel are more likely to buy your goods or services than the average individual. This makes your money go further and has a much higher success rate than blanket attempts to sell your products.
An industry that knows how to take advantage of this is the online gambling sector. We take a look at the methods they adopt and how you can use these to your advantage.
Identifying demographics
If there is one word to describe the online gambling sector and its products, it’s ‘diverse’. The whole idea of existing online is that these virtual casinos can offer ease, accessibility, and something for everyone.
Take the many games on offer. These range from traditional options like poker and baccarat to slot games and themed scratch cards. The purpose is to create mass appeal to consumers, so that if one product doesn’t suit an individual, another will. Take the Rainbow Riches slot as an example. There’s a lot of useful information on the game page, about how the game is played and the symbols and features they can expect. This is all provided to help players familiarise themselves with the product.
But if there’s something for everyone, why not adopt a blanket marketing approach? Because this is a waste of resources. While everyone is welcome to play, some people are more likely to do so than others. To identify them, we need to look at demographics i.e. who is most likely to purchase certain products.
In the case of the online gambling sector, statistics show that 25-34-year-olds are the most active age group at internet casinos, with 23.1 percent playing on a monthly basis. In addition, this infographic from Visually reveals that 82 percent of players are male. For this reason, marketing is most effective when targeted at men between 25 and 34.
Selecting appropriate marketing platforms
Source: Pixabay
Once they have identified the most promising demographic, internet casinos look at where to spend their marketing budget. That’s because audiences differ widely between online platforms, and targeting the wrong place means those who you want to see your product are less likely to do so.
For instance, there may be some question as to whether money is better invested in Facebook or Instagram as a marketing platform. This is where you can refer back to your research on demographics.
Let’s take a look at a few facts from Sprout Social to see how to reach this decision. According to their very informative article, Facebook is the second most widely used social platform after YouTube. It’s used by 69 percent of adults and has higher daily usage statistics than Instagram. However, it’s more widely frequented by women than men, despite men making up the majority of online gamblers.
So is Instagram better? In this instance, the answer would be ‘no’. That’s because Instagram is also used primarily by women, has lower daily usage statistics, and is not as popular as Facebook among the casinos’ preferred age range.
This doesn’t mean that Facebook is better for all businesses, however; rather, you need to assess the merits of each individual platform in line with your requirements to decide which is best for you.
Can you take these tips about targeted marketing and use them to improve your own online marketing efforts?
Related Articles
