the FUTURE

1

this week

2

contents page

3

INTRODUCTION – PAGE 4 FIVE STAR RATING – PAGE 5 THE MARKET – PAGE 6 & 7 FUTURE IN THE MARKET – PAGE 8 MOBLIE GAMLING- PAGE 9 WEB SECTOR DATA – PAGE 10, 11 & 12 THE MARKETING MIX – PAGE 13 SECONDARY DATA – PAGE 14 REMOTE BETTING – PAGE 15 VIRTUAL BETTING – PAGE 16 & 17 SEARCH ENGINE MARKETING – PAGE 18 SEARCH ENGINE OPTIMISATION – PAGE 19, 20 & 21 ONLINE PARTNERSHIPS – PAGE 22 & 23 BANNER ADVERTISING – PAGE 24, 25 & 26 COMPANIES- PAGE 27 SPONSORED LINKS – PAGE 28 & 29 E-MAIL MARKETING – PAGE 30 & 31 ONLINE PR – PAGE 32, 33 & 34 FACEBOOK – PAGE 35, 36 & 37 TWITTER – PAGE 38 POP-UP AVERT- PAGE 39 ANALYSIS – PAGE 40 & 41 CONCLUSIONS AND RECOMMENDATIONS – PAGE 42 & 43 REFERENCES – PAGE 44

the intro duction Generating traffic is vital for your company to achieve e-marketing objectives. By combining new digital media channels and traditional offline communication techniques you will be able to increase website visits

The above shows the volume of digital marketing channels that can be used to enhance your digital media strategy.

The next section will talk you through how to use them, why you should use them and some examples of when they go well and when they don't go so well.

Using one market, that is the online betting market, you will see how each of these different digital media channels can help you to succeed. Each section will talk you through each digital marketing channels and we will show you good and bad examples of these. Using primary and secondary data, we can show you the issues you may encounter during your digital communication. Why different users use different mediums of gaining access to your website.

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five star rating

excellent 5 stars the company covers all bases and uses digital technology to maximise their traffic building potential

very good 4 stars most areas covered and digital is well used to gain good traffic building, some areas can improve

good 3 stars overall traffic building good, need to improve digital and traffic building

average 2 stars work needs to be done on all aspects of digital

poor 1 star a total re think of digital is needed

to help you understand our thoughts on each traffic building idea there will be a five star rating on each page

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the market The market that is being looked at is the online betting market. Generally, the market is thought to be very popular with offline gamblers and online gamblers equally. We are going to critically analyse this market and go in to detail as to why certain digital media solutions will help you to build traffic on your website. We will also look at the poor digital communications within this market and analyse this and tell you how you can avoid this and how to make sure that your digital communications will be the best in the market.

While analysing each different digital media communication, we will uncover trends. We will look at these trends and how these may affect you and your digital business in the future.

We will also summarise and tell you what your company needs to do to be successful in this market in the future.

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7

The desktop PC remains the most important device among those who gamble most often due to the faster processing speeds and broadband connections. (Mintel)

Bingo continues to be the market’s fastest-growing segment, but increasing maturity is slowing the pace of expansion. Sportsbook, meanwhile, continues to grow share through the rising popularity of football products and, particularly, in-play betting. ( Mintel)

ONLINE GAMING AND BETTING WEBSITES USED, JULY 2011

From the figure on the right, National Lottery has 26% regularly users of their website, contrast to the other sites that have one 3 to 6 percent. Clearly there is a need to build traffic for the website.

future of the

market William Hill’s online business is the market leader in the sector dominated by big betting brands. Ladbrokes are behind with a share of 10% tied with paddy power and Bet Fair. With 37% of the market dominated by other small firms. Trade sources report that customers are using fewer active accounts than in 2010 or 2009, suggesting that the bulk of the player base has largely exhausted the supply of free bets for sign-ups

http://academic.mintel.com/sinatra/oxygen_academic/display/id=545470/display/id=597490

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The year 2011 has been one in which mobile gambling has begun to take off, thanks to increasing levels of Smartphone penetration and the opening of Apple’s App Store to gambling products. With 36% of adults owning a Smartphone, and mobile data service use growing 40-fold between 2007 and 2010 The emergence of mobile as a mainstream remote gambling platform during 2010 and 2011 is considered to have greatest immediate potential in growing volume and frequency of betting and gaming rather than attracting new players. Among the major Bookmakers, Ladbrokes reported the proportion of digital customers using mobile grew from 7 to 18% by the year 2011, and Paddy Power reported 35% growth via mobile in 2011, against 31% in full-year 2010. (Mintel 2011)

mobile gambling

market

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Web sector data shows the typical audience to a website and their demographics. It allows us to see the users to different sites. Using this data, it can be seen where users go after and what sites that are on before using our site. Not only this, it can also be seen how users get to our site, whether it is from search engines or other methods.

web sector

data

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web sector

data

Percentage of visits to

williamhill.com

preceded by a visit to

the upstream site.

Upstream Site

15.22% adjuggler.net

12.19% zedo.com

5.65% wigetmedia.com

3.11% subs4free.com

2.80% google.co.uk

2.24% cinetube.es

2.22% kat.ph

2.10% google.com

1.88% facebook.com

1.85% seriesyonkis.com

Percentage of visits to

williamhill.com followed

by a visit to the

downstream site.

Downstream

Site

5.91% zedo.com

4.87% seriesyonkis.co

m

3.73% facebook.com

3.49% google.gr

3.29% isohunt.com

3.23% google.com

3.16% freeprojectx.co

m

2.52% google.co.uk

2.49% google.es

1.91% greeksubtitles.i

nfo

William Hill

Downstream sites show us where visitors go after leaving a website. Upstream sites are those sites that users visit before they move to a site. This section looks at the upstream and downstream sites of William Hill and other online betting companies to see if there is any contrast.

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upstream and

downstream

Percentage of

visits to

bet365.com

preceded by a

upstream site.

Upstream Site

26.50% zedo.com

4.09% facebook.com

3.23% google.com

2.52% sportlemon.tv

1.69% rojadirecta.me

1.62% youtube.com

1.62% google.co.uk

1.58% betfair.com

1.40% tv-links.eu

1.30% google.gr

Percentage of visits to

bet365.com followed by a

visit to the downstream site.

Downstream Site

6.02% facebook.com

4.85% tv-links.eu

4.53% google.com

3.64% zedo.com

2.32% youtube.com

2.01% sportlemon.tv

1.84% rojadirecta.me

1.79% google.co.uk

1.66% betradar.com

1.66% betfair.com

Compared to William Hill, the downstream sites are very similar in that most people will always go back to google after visiting a Bet 365

Bet365

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the mix The marketing mix is a well based conceptual framework that helps marketers to structure their approach to each market. The 7p’s product, price, place, promotion, physical evidence, people and process are controllable variables which when planned and carefully mixed together in the right way to satisfy customers.

In this scenario the marketing mix only touches some part of the company. It is made up of the seven p’s that are state in the chart below. But although it is a vital marketing tool some methods are not applied such a place seen that companies present are online instead of an actual place. online betting touches the area highlighted below.

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secondary data

Remote gambling is a developing and growing industry that is creating high-value jobs around Europe. Although remote gambling is only a small part of the total European gambling market, it is a vibrant sector where European firms are world leaders.

The RGA state that the remote gambling sector provides measurable economic benefits. A report by Deloitte found that the remote gambling sector was responsible for £800m in gross value that was added to the UK economy. Gross value added is a measure of the total amount of economic output that can be directly attributed to the remote gambling industry.

In 2009, there were an estimated 2,500 non-state lottery remote gambling sites which were owned by 600 different organisations. It is a testament to the desire of consumers to gamble with well-regulated, responsible operators that there is significant market concentration in the online gambling sector.

Worldwide online gambling profits, also known as gross gaming yield, amounted to €16.39bn in 2008 and are expected to pass €21bn in 2010. Approximately €4.7bn of this total comes from the 6.84m European consumers who participate in online gambling (compared to 4.32m consumers in Asia & Middle East and 4.21m consumers in North America). Nevertheless, in Europe the online gambling sector account for only about 7% of the total gambling market.

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remote

betting

Only among players of casino games and bettors on sports events did online activity spike, with participation rates reaching 39% for the casino games market and 27% with regards to the online betting area of the sector.

Online betting and national lottery ticketing are the only growth markets within this sector. From 2006 to 2011 the market for online betting has grown from 1.9% to 2.7%

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virtual

betting

Developing technologies such as Smartphone's and tablets are creating new platforms on which innovative operators can attract new players and the opening up of social media will introduce a major new marketing channel for those who can build the right tools to foster engagement. At a more macro level, proposed changes to the regulation and taxation of UK-facing businesses will introduce new challenges and intensify competition in a market where share is already becoming an increasingly important battleground.”

2011 has been one in which mobile gambling has started to take off, thanks to increasing levels of smartphone penetration, 36% of all handsets now, but potentially 50% by 2012 and normalisation of mobile data service usage.

The opening of Apple’s App Store to gambling products has also helped mobile gambling to take off.

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virtual

betting British Gambling Prevalence Survey 2010 data show that 73% of the over-16 population had participated in some form of gambling during the previous year. By each individual sector, 14% of adults gambled online.

Currently with half of the UK population owning smart phones and mobile data service use growing 40-fold between 2007 and 2010, normalisation of mobile web use is creating an audience ready and able to gamble via their handsets. The chart below shows that there are many different platforms available to access the internet, each platform is steadily growing year on year apart from the PDA which is a declining market with the advent of smartphones.

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if your users see an

advertisement on the tv

and like to find more

information then this is

how they will do it

your customers will turn to

search engines when they

become familiar with a

product offline and want to

research it more

search engine

marketing “search engine marketing is the most important

digital marketing channel for customer

acquisition” (Chaffey). your customers will almost

always use a search engine when looking for a

new product or service

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SEO

SEO is short for search engine optimisation or search engine optimiser. SEO is the process of increasing the amount of visitors to a website by obtaining a high ranking placement in the search results page of a search engine. The higher a website ranks in the results of a search, the greater the chance that the site will be visited by the user (Webopedia, 2012). Internet users commonly do not like to go through pages after pages of search results and are therefore more likely to click on website that fall on the opening page of the search engine results page.

SEO will identify key words that the business associate themselves with. Companies in the online betting industry will ensure that their website uses key words that allow SEO to get them to the top of the search engine results page. The chart at the top of this page shows how each of the positions in the results page are broken down. The top three results are the most popular, not only by the percentage of clicks but by the time spent on the site after the search. This is where all companies should be aiming to get their SEO levels too. 19

SEO

Below is a Google search for “online betting” from the search it can be seen that betting websites such as Paddy Power and Betfair. SEO leads to increased brand visibility on your site, more and more visitors will begin to visit your website.

Cost effectiveness – if the site is properly designed and optimised for SEO then it will work better and will be most cost efficient than pay per click advertising. Cross browser compatibility – Your website will be more successful if it can be used on all forms of web browsers with the same design and functionality. It is a unique quality of SEO campaigns that means that the results of SEO can be seen through positioning reports, visitor conversion and other factors of this nature.

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good and

bad This is an example of bad SEO as this website appears on the 17th page of the google search. Being ranked so low in the search means that these websites may not even be found. The likelihood of a user to go through 16 pages of search pages is very slim.

SEO

On the right is a good example of search engine optimisation. These websites appear first within the search rankings, which increases the chances of the user using one these websites. It has good accessibility compared to the bad example ones.

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online

partnerships This section will talk about different forms of online partnerships. Firstly, we will look at widgets, they provide a functionality or real time information for the user. They are easy to implement, this is obviously dependant on the content of the management system that looks after the website. The one big advantage to this is that it will extend your reach to your customers. To the right of the page is a widget that is located on Paddy Power, it is a quick way for users to interact with the online betting company. The online betting industry could use this to great effect in the future, currently it isn’t used as commonly as it can be. It is common now that each betting website uses “bet in play” and “live odds” to persuade users to participate. Widgets will help to encourage customers to use this and hopefully will enable them to keep them.

Sponsorships offer more additional opportunities but without a big budget Ryan and Whiteman state that “the linking of a brand with related content or context for the purpose of creating brand awareness and strengthening brand appeal in a form that is clearly distinguishable from a banner, button or other standardised ad unit”. By linking the brand to related content it can strengthen brand awareness and brand loyalty along with potentially gaining new customers.

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online

partnerships

Affiliate marketing is a commission based arrangement where the merchant only pays when they make a sale or create a lead. This a very good option compared to that of the wastage of traditional advertising or direct mail.

Businesses that currently use affiliate marketing gain more than 10% of their sales from a well run affiliate marketing programme.

There are different types of affiliate marketing sites, the first is a review sites, these link through to merchants on the main page and are based on a cost per click deal. Secondly there are voucher code sites. If you or your company have a new product or a sale then this is the option, it will enable you to generate business.

Thirdly there are “uber-bloggers” these are websites that blog at a high rate, even though there are no links to other websites, there are recommended sites. This is a good way to get into affiliate marketing as it is a well trusted site and has a loyal readership.

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banner

advertising A visitor that clicks on an interactive ad at an ad site is then referred through to the site of the company who paid for the banner ad which links through to a destination site. All online betting websites use interactive advertising to its maximum potential. Paddy Power use internal interactive advertising, they use banner ads to get users to register with their site which can lead to a customer database and therefore more opportunities for marketing in the future.

Interactive advertisements allow customers to go directly to a specific site without the need of a web address or link. The interactive ad can be a part of the host site or it can be independent from it, below is an example of an external banner ad. On the right hand side of the site, each interactive ad will lead the user to another site. The following pages will show examples of banner ads from the online betting market.

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25

This is an example of a live interactive advert, it carries live odds on match scores making it more interactive. Because it is live, it shows the information the user might look for on the original website in this case the live odds in betting , before even going to the website itself.

This banner flashing in front of the user making user aware of odds while the match is playing

interactive

banner ads

Live match

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the companies

In 2010 William Hill’s online net revenues reached £251.5 million, up 24% year on year, thanks to a 57% increase in sports book stakes and a doubling of in-play betting. Along with currently building a new e-commerce platform to replace its existing systems Ladbrokes saw digital profits grow of 35% in 2010. In 2010 888 and Sporting bet have received takeover interest from Ladbrokes , while the newly merged in. party group is considered a possible bid target for others, including William Hill. UK’s first online casino and virtual slot machines Development of 3D gaming is being led by 888 Averaging 12,000 cash games played per day in 2010 Tombola is considered the market leader in the online bingo segment. (Mintel 2011)

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sponsored

links Sponsored links are links that are paid for by the company and then they get a higher rating on a search engine. The links themselves are highlighted in yellow and placed at the top of the page. They are the most paid for ads. This is very different from that of SEO.

SEO is natural and organic whereas sponsored links are bought and paid for. Sponsored links are not only those that are situated at the top of the main search, but they are also those links that are on the right hand side of the page. These links are not as expensive and can also be less relevant to the search. Companies will still pay for these links to be placed on the main page of a search engine search as it allows potential users to see their website and its details.

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good and

bad Paddy Power use sponsored links successfully. This can be seen on the previous page as they are within the top three sponsored links on the google search results page. Paddy Power are seen to be one of the better uses of search engine marketing. This can be compared to that of Coral that use more traditional and organic search engine optimisation. It cannot be seen whether Coral use sponsored links as a form of digital marketing. From a digital perspective, both sponsored links and search engine optimisation allow the company to sit high on the search results page. But can this be seen when it comes to the customers and users.

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email

marketing Email is widely used as a customer retention tool that using an opt-in email client list. These are made up of customers and users that have given permission for their details to be used in order for the company to contact them. There are some very big advantages to using an email marketing campaign, there is a very low cost of fulfilment compare to that of direct mail. Email is relatively cheap to use in general. Direct mail as a comparison doesn’t allow the user or customer to click straight through to a website on the spot. Email marketing does allow this. It increases the chances of a direct and immediate response from the customer. Email messages can also be easily re-enforced by many other media channels such as social media, TV and radio.

As with everything, there are also some disadvantages with this method of marketing. The marketer doesn’t always know if the email will get delivered to the recipient. It can never be guaranteed that your email wont go straight into a junk folder and therefore bypassing the inbox of your intended user. Another main disadvantage is whether or not the user will be able to open and read the email, this is known as renderability. With so many different email providers, marketers cannot be confident that the email will again be able to be opened and read.

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E- mail marketing is commonly hated but yet is the most effective form of online marketing. This is jus keeping in touch with the customer making them aware of any promotion and reminding them about the brand.

There are many benefits in email marketing, some examples include the fact you can track the emails, This enable you to measure the return investment and the effectiveness of the marketing campaign. Betting websites can use this to build traffic, by using links to their website, which could also be measured by the clicks. Emails can also be targeted therefore betting companies can use it for promotion to existing customers.

Betting companies can also personalise emails which will increase the chances of the recipient clicking on the links which directs them to the official websites. It is also cheap compared to other mediums but as effective.

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companies use

email marketing

Some of the disadvantages include the fact that emails are often ignored and the fact the business would need emailing lists which people are reluctant to do. Another disadvantage is recipients will have different preferences for email offers, content and frequency which affect engagement and response. These have to be managed through communications preferences.

online pr

Overall online PR is maximising favourable mentions of your company, brands, products or websites or third party websites that are likely to be visited by your target audience. Online and offline PR are significantly different to one another. Online PR is always connected to the organisation, the audience is permanently connected and also have access to other information.

Currently, the online betting industry doesn’t have a lot of official website blogs, there are many that are not linked to a betting website. They are few and far between. This is an area that needs to be looked into for further gain for your company.

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online pr

The blogging format enables the content on a website to be delivered in different ways, for example by topic, by tag, by author and by time. These help visitors locate what is most relevant to them within the blog.

An advantage of a blog is that it helps engage the customer and therefore the users will make more use of the content on the website.

Blogs do not always have to be on your site for it to affect your business. If there is a mention of your brand or company on other sites, this can be a powerful tool and can drive visitors to your site and therefore improve traffic.

A disadvantage of blogs is that with the use of tags, users can easily skip to the part of the blog they wish to view and they will then miss out on the marketing opportunities that the company has targeted at them.

There can be a huge damage to reputation when it comes to blogging. Many different people can write on a blog, non company staff and even company staff are able to comment on blogs, so therefore there is a lack of control for the company over what is being said. Positive and negative comments can be posted, so companies should be careful regarding this side of blogging.

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These are some examples of Betting companies using Blogs. A good example of this is the Sky Bet Blogs. The blogs are updated and are written by Sky Bet experts which makes the Blogs worth the read for individual that are betting. Therefore it will build traffic for their website. In contrast Paddy Power and William Hill both use blogs but the articles have no relevance to betting. The bloggers are also limited at William Hill as they only have 30 amateur bloggers.

good and bad

examples

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facebook

Facebook offers an exceptional low cost marketing opportunity, with over 300 million users. Facebook offers a hugely powerful platform to market your company on. There are two simple ways to market yourself on Facebook. The first is to get a business fan page, this is so Facebook users can “like” your page and every time this page is updated it will flow into their news feed. Therefore as soon as the page is updated they see the information. It is a captive audience. The second way is to run ad’s on the main facebook page. This is very much like sponsored links.

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Here are some good examples and bad examples of online betting companies, the good examples are the Paddy Power and William Hill facebook sites. The Face book pages have a lot of content and are updated very often. Therefore it gives the user the ability to browse through the page. The Facebook page could be used to build traffic towards their website, through mediums such as links and interactive advertising.

good

examples

36

bad examples

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In contrast to the previous page Sky Bet and Bet 365 have also got a Facebook page but they have not been able to benefit from their pages. The pages do not have enough content and is also not being updated regularly to keep the customer engaged, therefore there is no reason for the user to go on the pages. Facebook can be used to promote and build traffic for their website.

twitter

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Twitter is a form of Social Media that is second only to Facebook by users worldwide. Twitter offers many different marketing opportunities to businesses within the online betting industry. Currently nearly all online betting companies have twitter outlet, therefore there is a big audience for them to target. Not all twitter pages for online betting websites are very successful. Many of which do not get updated on a regular basis. Twitter is very similar to Facebook in the sense that they need to be updated regularly.

Twitter does not allows advertising on their website currently. But hash tags are a very common way to promote your company and your brand. Twitter also has topics that begin to trend. This depends on the quantity of mentions they record on the website. The higher the number of mentions then the higher they will be in the trending list. These appear on the side of the main page. If it is used correctly, this could be used as a marketing strategy.

pop up

advert

This is the most aggressive and disturbing form of advertising over the internet. It opens a new window without the permission of the user. This Picture illustrates a pop-up ad of the betting company William Hill.

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Primary analysis After running a small primary research study, there are many things that can be attained from this. We will look through these over the next few pages and analyse why users are saying this and come out with good reasons for your company to use digital or not.

Table 1 states that just under 20% of people asked actually use betting websites on a regular occasion. This data only shows that there are a lot of gaps in the market for online betting companies to explore. With the different traffic building opportunities mentioned previously in the magazine, each betting company should be excited by the big gap in this market. Table 2 shows that each main medium of raising awareness is working. There isn’t a stand out form of traffic building. Each company should try to use their knowledge of traffic building to help enhance the foot flow to their site. Trust appears to be a very big issue relating to online betting websites. Table 3 shows that 100% of people asked do not trust pop up advertisements.

This in turn will surely question their marketing ability.

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the

analysis Table 4 shows that no one clicks on pop up advertisements for online betting sites. Again, this relates to the issue of trust. If a user does not trust an advertisement then they will not use it. Sponsored links are paid for links that appear at the top of a search engine. The statistics from the primary research suggest that they do not, with 80% of people being asked saying that they do not trust sponsored links that appear on search engine. Email marketing campaigns are not used by anyone that had been questioned in the survey. Many people sign up to websites and put their email address in so therefore they are part of an email campaign. This

shows that a lot of users are not aware that they are part of an opt-in email marketing campaign. It is hard to show whether email marketing campaigns are successful on the whole.

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conclusions Hopefully this magazine has given you information and knowledge regarding the online betting market. To conclude this issue we will talk you through the areas of digital marketing your company should use in the future and why. So, what should your business use? The answer is all of them. A diverse online marketing campaign will help any company succeed. Whether you want to specialise in a part of digital marketing is your choice but our advice is to make use of all digital channels that are made available to you. Every customer is different and each user will be attracted to your site for different reasons. Our primary data shows us that the online betting market has many gaps that can be exploited by a successful digital marketing campaign.

Trust is a very big issue with users of the internet. If the users do not trust your digital communications then they will not use them. Our primary data shows that users do not trust interactive advertising such as banner ads and pop up advertisements. As stated previously each user is different to each other. This does not mean that everyone will not trust interactive ads and pop ups. Awareness levels from users of online betting sites isn't particularly high. Many of the users we asked did not realise they were part of an email marketing campaign and many of those asked did not understand what sponsored links were, because of this, the users decided that they did not trust the sponsored links because they didn’t understand what they were.

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conclusions Social media is another area that can be exploited from a marketing perspective. As it stands, there are many different opportunities to market on facebook and twitter but a lot of companies choose to do so. Social media needs to be treated as a living thing. It is no good having a social networking page and not updating it regularly. Many online betting websites have social media pages but they do not get updated regularly and the users begin to forget about that brand and may move elsewhere.

Recommendations 1) A regularly updated and well maintained social networking

site. Includes both Twitter and Facebook at a minimum. 2) An integrated and diverse digital communications model that

will help users and potential customers become loyal to your brand.

3) Raise awareness for your brand and the digital communications that your business will use.

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your digital marketing. Butterworth-Heinmann: UK 2. CIM, 2012. Ten Minute Guide. [online] Available at

http://www.cim.co.uk/filestore/resources/10minguides/7ps.pdf [accessed 20th March 2012]

3. Dave Chaffey, 2009. Blogging. [online] Available at: http://www.davechaffey.com/blog/wp-content/uploads/2009/06/e-pr-seo-1024x562.png [accessed 19th March 2012]

4. EPLsite, 2012. Highlights. [online] Available at http://www.eplsite.com/highlights.html [accessed 21st March 2012]

5. Flash Scores, 2012. Live Scores Premier League. [online] Available at: http://www.flashscores.co.uk/football/england/premier-league/ [accessed 22nd March 2012]

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