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Stephen Appleton - bet365 - Player Acquisition 2015Website: www.bet365affiliates.com. Email: [email protected] Marketing: Mr. Gareth Kennedy, Performance Marketing Manager. [email protected] Ms. Abigail Neeld, Performance Marketing Manager. [email protected] Mr. Alex Smith, Performance Marketing Manager. [email protected]
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Sky Sports signs up Nissan and bet365 as Premier League sponsorsInterview: James Woods, Head of Performance Marketing, Bet365. bet365's Performance Marketing team had another stellar year for the operator by winning the Best Overall Affiliate Programme award at the iGB Affiliate Awards for a sixth consecutive year. Published 26th February 2015. Resources; Interview: James ...
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Attention Required! | CloudflareStephen Appleton — bet365 — Player Acquisition 2015 August 24, 2015,Comments Off on Stephen Appleton — bet365 — Player Acquisition 2015 2015 has seen a higher emphasis on acquisition costs and player margin efficiencies.
With these factors in mind, Team SBC caught up with Stephen Appleton bet365 Performance Marketing Manager to discuss how acquisition practices are changing in the face of new marketing challenges and industry conditions.
What changes have been undertaken by your team and how does bet365 define performance marketing?
Stephen Appleton: Here at bet365 we define performance marketing as bet365 marketing director learn more here of marketing or promotion from which the results can be tracked and measured against specific variables.
The nature of the affiliate system we use and affiliate marketing in general means that we have always been involved in performance marketing, with a real focus on acquiring new players and maximising revenues.
In addition to affiliate activity we also have other partnerships in place and other marketing activities that we are responsible for.
It was important that this was reflected in the structure of the team, which is where the change to the bet365 Performance Marketing team came about.
One of the main changes to the structure of the team was the uniformed job title and role for all of our Performance Marketing Managers.
Previously, some Affiliates Managers managed the ongoing relationships with our established partners, whilst others were specifically tasked with developing new business opportunities and cultivating relationships with partners who were new to the bet365 affiliate programme.
The standardised role means that all members of the team are now involved in both of these aspects, visit web page we all experience a wider variety of partnerships.
Our marketing partners have benefited in that there are more members of the team who are involved in day-to-day account management, making our service even more efficient and effective.
The Performance Marketing title really sums up the work bet365 marketing director do.
We analyse all deals on the key performance indicators that we as a department are evaluated on, to bet365 marketing director ensure that returns are maximised, which in turn benefits our affiliates.
All members of the team are involved in a wide range of marketing partnerships, and this helps to ensure we are in a great position to advise on how to continually improve results.
SBC: In a wider context do igaming and sports betting marketing services and mechanics need to be revalued in order to counter changing and more challenging market conditions?
SA: Igaming is such a unique industry, and with this comes its own set of challenging market conditions.
Regulations are ever-changing, and operators and affiliates alike need to keep on top of developments to ensure that they are compliant with the marketing requirements for the territories in which they operate.
Marketing through social media then brings its own challenges, in terms of meeting the advertising requirements set by the sites in question bet365 marketing director ensuring that the social strategy being implemented complements the other marketing activities.
The constant changes in legislation and other external factors make it imperative that services are revalued consistently.
SBC: In a market where igaming operators are more margin sensitive, will affiliate marketing have less of a significance in player acquisition, when compared to other marketing verticals — search, TV, display which maybe more margin friendly in the long-run?
The great thing about the affiliate model is that the revenue share arrangement means that both sides of the partnership continually benefit from activity of referred players.
We pride ourselves on being industry-leaders in terms of lifetime value of customers, so commissions continue to be generated for a long time after the initial referral.
Other marketing channels may provide more bet365 marketing director friendly results in the long run, but it is very difficult to be certain of this.
The initial, and often ongoing, outlay on other verticals means that it is inevitable that there needs to be significant activity before this is recouped.
Obviously it is also much more difficult to track exactly what returns are being generated.
Affiliate marketing is a hugely important avenue for online operators, and the continuous internet and mobile development means that customer acquisition is likely to continue through this channel for years to come.
SBC: bet365 has placed a high emphasis on bet365 marketing director marketing, however as a marketing team how do you balance performance marketing values and can too much emphasis on performance values be negative to an operator overall marketing strategy?
SA: I think that the emphasis on performance is very much a positive thing.
After all, we as operators, and our marketing partners; need to see good performance in order to thrive as businesses.
Our whole function is based around continually improving performance levels.
Any marketing strategy aims to increase awareness and improve perception of the brand being promoted.
This in itself helps just click for source achieve key performance indicators, and without any focus on the performance of marketing campaigns it would be impossible to evaluate what has been successful.
What core values need to be prioritised in order to ensure long term growth and player values?
Players continue to use bet365 because they have trust in the brand and receive excellent service.
Our website is slick and easy to use, our offers are consistent and we offer a huge range of payment options.
The products we offer are of the highest calibre, which is enough to attract players in itself, but the market-leading opening bonus for our sports product complements these and helps with customer acquisition.
On top of this, our Retention Team do a fantastic job in maintaining the custom of existing players and reactivating players at key times of the year.
The retention bonuses on offer across the site and the loyalty bonuses awarded help to keep players betting with us.