Posted on Jun. 24th 2011 10:00 AM by neolane
[Posted by Sam Ledger,
UK Campaign Manager, Neolane]
As we?ve observed the proliferation of online gaming sites, it has become apparent that these brands have struggled to maintain their unique appeal to players. This has led to gamers moving from site to site, chasing offers, discounts and incentives before moving onto the next deal. Marketing teams have adapted their focus accordingly, but their constant need to acquire new players has led to a lapse in understanding and engagement of customers on a lifetime journey.
Are we missing something? Acquisition will always be a key aspect of any marketing strategy but the value cannot depend on consistently discounted products. Such actions can set expectations for continued deals, but when these diminish we see once again that players are enticed away by competitors. By understanding each player, their unique interests and playing behavior, the opportunity exists to engage them in a sustainable one-to-one dialogue.? This leads to the question: how do I learn more about my players?
This can become possible through the introduction and enhancement of customer lifecycle engagement. Recent Forrester research concluded that we should, ?encourage consumers to share large amounts of quantitative and qualitative data in exchange for customized offers and distinctive experiences.?
Rather than always offering more, taking the opportunity to gather preferences and interests of potential players and existing gamers provides the opportunity to get the conversation going.? Gathering information doesn?t need to be a barrier to registration; think micro-surveys, micro-games, or micro-sites to help gather customer and prospect data:
- Micro-survey: By embedding short surveys into existing website pages, affiliate pages, or social media sites, gaming companies can acquire well-qualified prospects directly into their marketing database. These micro-surveys are typically supported by a prize or incentive that entices people to fill out and submit the form.
- Micro-game: Micro-games are typically offered for free and simply require a player to submit an email address to gain access. Registration and playing implies an interest in the game type and hence pre-qualifies prospects for this type of gaming sign-up.
- Micro-site: Traditional direct mail lead generation campaigns can be complimented with personalized micro-sites that are automatically generated for the recipient. Personalized URL technology can give each prospect their very own URL printed on the direct mail piece and can be accessible online as a micro-site: e.g. www.neobet.com/joe.bloggs.
Gathering player insight is only the first step on the road to creating a conversational marketing dialogue with customer and prospects. Through the implementation of structured interaction, automated and relevant communications, sustainable revenue can be created.? To learn more about best practices around conversational marketing in online gaming, you can download our free whitepaper.
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