Smart Marketing In The Mobile Age
Published 28th June 2015
In relatively no time at all, mobile consumers have grown to outnumber desktop users, and operators need to hop on the mobile bandwagon or be prepared to fall behind, way behind. It used to be that mobile was thought of as an unsolvable market, with the potential of always-on marketing to mobile users understood, but pervasively out of reach. As mobile technology has evolved, so too have the marketing tools to reach an increasingly mobile population. Connections to marketers and end-users are now stronger than ever, and instead of casting the widest net possible, custom tailoring campaigns to a specific audience is now the industry standard.
QR codes, pay by phone and personalisation
Scannable barcodes, or QR codes, have been an incredibly easy way to connect users with the latest coupons, offers and software your brand is promoting. Couple this with state-of-the-art metadata collection and you can personalise communication with a huge audience who share common traits. A single email to your 21-35 demographic with a penchant for slots displaying your latest addition to the game catalogue can reach thousands in an instant. Pay-by-phone services supported by a slew of providers and a QR coupon to redeem a personalised bonus offer make the transaction as convenient as possible for the user, and increase the likelihood of their buying what you’re selling.
CRM has never had so many available avenues. With text messaging, email and updates at a user’s fingertips, the in-app line of communication is always open. With more details about your customers, you’ll be more in tune with what they want out of your products Location-based marketing is increasingly on the rise, along with the ability for users to track their own progress in some quantitative way through their apps.
The user-end experience
Smart design is one that avoids the pitfalls of app burn-out, this avoiding being part of the majority of apps that users download, use once and then forget. There is simply too much out there to contend with, even for the most active mobile users. That being said, a well-developed app will give the user incentive to keep coming back beyond their initial introduction. A quantitative way to track rewards like comp points or loyalty incentives based on activity are a great way to circumvent this hazard. It’s not enough to tell a user their loyalty is rewarded - they need to see it and be able to refer to it at a moment’s notice. In casino and iGaming, it was for so long the norm for users to download an operator’s app only to have access to a handful of games. Now even basic casino apps contain dozens of titles with impressive graphics and substantial reward incentives. Couple that a social experience of connecting with other users and the realm becomes more a dynamic and enjoyable place to participate. Achievements are another aspect of the gaming community with massive potential. In the same way competition in business is good for customers, competition among customers is good for business. People are competitive by nature and are drawn to earning achievements, badges and trophies. Retain their interest by offering something to strive for and your competing users will always be working to remain on the forefront of your product’s leaderboard.
Rise of the microtransaction
Back when resources were scarcely devoted to the mobile platform, casino operators and developers paid most attention to iOS devices, the main reason being that the iTunes App Store supported real-money gaming apps, while Google Play did not. This made way for the micro-transaction boom. Free apps using fake coins or credits that can be purchased by players to continue spinning and winning circumvented the rules set by the Android app store, but essentially facilitated the same outcome. Die-hard and casual players alike were drawn to these free apps with in-game purchases that allow for easy headway. Combining casino games with social platforms like Facebook allowed operators to further boost their bankroll. Take for instance the Jackpot Party franchise, available on both Facebook and mobile platforms. With an average of 5.5m combined monthly users, developer Williams Interactive/Scientific Games brings in millions of dollars annually, the US alone bringing in $2bn with this estimated to rise to $3bn by the end of 2014.
Reach on the horizon
While we’ve known about these industry standards for years, there are exciting new developments on the horizon that will further help developers. SMS is becoming the industry dinosaur as MMS (multimedia Messaging Service) gains ground as the preferred method of delivering and receiving content. RMM (Rich Media Messaging) is another content transfer method receiving a lot of attention. With open rates in excess of 99% and twice the level of conversion compared to standard SMS, the future lies in communications that are targeted directly to the consumer, their device, with images or videos of offers designed to perfectly fit their viewing screen. With video now accounting for up 50% of all mobile data, we can expect it to take over as the prevailing medium by which users seek to absorb content.