First and foremost, understanding your audience is the hallmark of any marketer’s success. Marketing in today’s multi-channel environment requires a level of sophistication unparalleled in campaigns of the past. Today’s consumer is inundated with advertising on a daily basis so it‘s critical that marketers deliver relevant advertising via a relevant medium.
It’s not enough to just get the message right — that’s only half the battle. Turning intentions into actions is equally dependent on the medium, and the mobile medium has opened the door to new user experiences that can lead to immediate engagement, increased frequency of play and ultimately more conversion — an opportunity any casino marketer would welcome.
The mobile device has become an extension of the individual. It is always with us and it is always on. Unlike traditional media (television, radio, print), the Internet will follow us everywhere we go. Depending on your privacy settings and your willingness to permit location-based services which are usually embedded within an app, our mobile devices allow marketers to have insights into patterns of behaviour that other mediums are challenged to equal. Our phones and tablets contain a wealth of information about where we shop, how often we visit certain locations, which goods and services we place in our shopping cart, and even how much and how often we spend our money. For casino marketers this information is as valuable, if not more so, than a traditional database. This kind of information is insightful and comes in real time, allowing marketers to adapt messages and offers based on the data they receive.
Naturally, the amount of information we share is completely within our control. That said, the allure of instant alerts, special offers, “checking in,” and the popularity of social media feeds, which have become our de facto source for current events, has superseded our desire for privacy. This is especially true of the 18-34-year-old demographic who have embraced technology, emerging media, and social gaming with less concern as to the amount of information they share than other demographics.
Fortunately, when it comes to the security of this information, the mobile device offers security features that extend beyond traditional e-commerce security methods.
According to Jordan Kay, an Emerging Payments consultant and former employee of both Visa and MasterCard in the field of mobile payments, the mobile device can be utilized to add additional levels of security for online commerce.