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Sky Bet Digital Marketing
In an attempt to distinguish themselves in a heavily crowded industry, Sky Bet reinvented their approach to marketing with the appointment of anti agency 'Who Wot Why'. Who Wot Why were appointed to take advantage of growing social presence Sky Bet have amassed and use new digital marketing channels to communicate with customers. With Sky Bet being one of few bookmakers to not be on the high street, they have established a large social presence that has allowed them a wide reach. Sky Bet use channels such as Facebook, Twitter and Instagram where they have 561,000 likes, 355,000 followers and 11,200 followers respectively, giving them numerous channels to communicate and advertise to customers.

An important part of Sky Bet's digital marketing is their interaction with their customers, which could not be achieved through more traditional channels. The social media channels allow Sky Bet to engage with their customers with "speed and immediacy", with customer support or online promotions. The promotion of successful customers is a way Sky Bet create customer engagement and participation, with successful customers encouraged to post their bets. Features such as RequestABet or cashoutboost have become popular and give a platform for discussion between customers.

In July 2017, Sky Bet reappointed Who Wot Why as their creative account, with head of brands Michael Afflick saying how Sky Bet had to focus on ensuring that their TV advert carried through to social media. Since, Sky Bet have introduced their "Betting better" campaign and an industry first responsible betting campaign; "when the fun stops, stop", in an 'attempt to connect to the heart of customers' and 'enhance the enjoyment of sport'.

Since the partnership with Who Wot Why, the change in marketing approach has seemed to be a success with Sky Bet being recognised for its innovation with an award at the 2017 innovation awards along with being awarded sports betting operator of the year. Sports betting revenue was up by 46% for 2017, indicating that the partnership has led to an increased use of Sky Bet.

Betgenius
Betgenius is a data, software and content specialist company for sports betting and lottery operators founded in 2000 and part of the Genius Sports group. They provide a product which focuses on integrated customer marketing, specialising in player life cycle management, reactivation and customer relationships management. The main headquarters are based in London, with further offices in Tallin, Sofia and Melbourne.

Partners
Betgenius are in partnership with more than 150 betting companies worldwide, with companies such as Sky Bet, Unibet, BetVictor and Bet365 signing up to their services.

Digital Marketing
Betgenius offer companies technology which allows them to target customers through multiple digital channels and use real time sports data to customise advertisements. Many companies now use a variety of digital channels to support their business goals and build brand awareness. With the growth of online betting, it is key for companies to be able to targeting audiences through multiple channels as it allows the betting companies to attract and retain more customers.

Digital Inbound Marketing
Digital inbound marketing is a concept that is used with large amounts of data or customers. Digital inbound marketing is a strategy of connecting with potential customers using digital channels. The two main elements of digital inbound marketing are interactivity and engagement, which allow companies to be market themselves to customers in a way that traditional channels doesn't allow. There are four components of digital inbound marketing; content marketing, search engine optimisation, social media marketing and brand-focused marketing communications.

Personalised Advertisements
Betgenius have developed technology that allows them to deliver personalised adverts to customers though multiple digital channels at once. Using their data management platform, it allows companies to use their customer relationship management data to provide real time odds and stats to customers through desktops, tablets and mobiles. This allows companies to provide real time engagement with their customers and deliver content to different target audiences at once. Betgenius demonstrate the RACE theory  with this technology, with the personalised adverts meeting the four components of the theory; reach, interact, convert, engage. With these adverts pushed through to digital devices, it allows betting firms the opportunity to reach out to and engage their audiences with personalised content.

With over 30% of bet slips abandoned per day, betgenius recognised the marketing opportunity for greater retention of customers. Recording the data, it allows companies to create individual adverts based on behavioural trends, focusing on what is popular or customer interests. This engagement can lead to a higher retention of customers and is a more efficient method of marketing to the individual than traditional channels would provide. It can also be easily measured, with traffic through to the website or application measured, it is easier for companies to see the effect of their digital marketing strategies and adjust them if needed.

Display Advertisements
Bet genius show another type of the communication strategy discussed by Chaffey and Smith (2008), display advertising. They offer companies the ability to place advertising tags or banners across apps, product pages, betslips or wallets in attempt to increase traffic through their website. These innovative styles of marketing give them access to a large potential audience and allows them to target specific market segments by using their browsing history or location. . This relates to the theory of digital inbound marketing as the banners and advertisements are delivering information to peoples devices which can attract and retain potential customers. The success of the technique can be measured through the website activity and the nature of the activity.