It would be an understatement to say that the Internet, which originally started as a means of communication has become the most powerful channel of marketing in history now. No company worth its salt can hope to survive without tapping into this pool of billions of potential users and consumers, especially when its competitors are making all efforts to do so. It will be just a matter of time when the gap between that company and its competitors becomes so wide, that there won’t be any hope left to bounce back and get into the game, if the said company doesn’t onboard today, right now. This becomes even more crucial when you are fighting for a niche audience. One example of where such a battle is raging on at full steam is the market of Gaming. And in this industry too, one particular genre where the fight for the coveted market share is the fiercest is online casino and gambling. Let’s look at a case study of one such game of high-stakes (pun intended) where Evon Technologies helped soup up the client’s marketing machine for building a stronger relationship with prospects and thereby fueling its ‘reserves’ for the long-run.
To be specific, let’s see how Evon as a Salesforce consulting company helped this particular client implement SalesForce Advertising Studio and other offerings of the Salesforce Marketing Cloud.
Assess the user intent before targeting
Evon analyzed that the previously adopted scattershot marketing approach by the gambling company was resulting in unstructured lead generation, hence it was largely missing out on several opportunities to get most-likely-to-register prospects. So, Evon thought of not to get carried away with the temptation to target everyone without even knowing if a person has some sort of liking for gambling online.
Understanding users based on their attributes, browsing behaviour and purchase history provided the much-needed knowledge for effective personalized marketing across every touchpoint including email, messages, ads, sales, commerce, and service. By sizing up specific audiences for promotions and ads and using Journey Builder, Evon powered one to one relationships which impressively impacted the prospect conversion rate.
Salesforce marketing automation was another important thing that opened gates to smart workflows and bridge the gaps between sales channels. Automated triggers brought many new users onboard and helped keep them informed and connected. Some of the user journeys included remarketing (for those still sitting on the fence), new user onboarding (to keep them engaged and ensure that they know everything about they are looking for), retention (when someone does not return after a certain time) and user repossession.
Customized digital advertising over traditional means
With the user journeys set nicely in motion, Evon felt the need for more precise targeting and further automation to connect the dots between the gambling company’s lead generation, conversion, and retention. It translated into integrating sales and digital acquisition that Evon successfully did with Advertising Studio.
Evon also leveraged the power of social media platforms, like Facebook and Instagram, to get prospects with the highest chances of conversions. But, as said earlier that Gambling has a very unique audience, Evon strived to identify only those people who looked or behaved like the gambling company’s users. Targeting every Tom, Dick and Harry was not how Evon thought to drive the social media marketing campaigns. A range of different lookalike groups was also set for customized marketing.
If we talk about Facebook, in particular, Advertising Studio helped sync the gambling company’s user data (first-party CRM data) with Facebook ad targeting. More importantly, no similar ads or no other similar promotional content was shown in different lookalike user groups. Everything from Salesforce landing pages, smart capture forms to advertising creative was unique for every group. As a result, the carefully targeted users felt important and being treated personally to suit their taste.
Another major area to cover was mobile as most users of today like to use mobile phones to visit their preferred social media platforms. Evon built on that opportunity and made things simple for social media app users by enabling direct engagement within different social media apps, including Facebook, Twitter, Instagram, etc.
Also read why businesses are adopting Salesforce customization to create success.
The power of one-to-one cross channel communication
The mix of customer segmentation, lead generation and customer journeys powered one to one cross channel communication. As it was not about volume, reaching out to just a few thousands of look-alike users but the ones who were most likely to become a user was just fine and did wonder for the gambling company.
The gambling company saw a great boost in structured lead generation, conversion and retention. Salesforce Marketing Cloud played a big part in bringing value to the gambling company by building a stronger relationship with prospects while also optimizing advertising spend.
To see the impact of Evon’s implementation of Salesforce to market the gambling company, let’s look at a graph:
As they say, a picture is worth 2X the numbers.
The above snapshot from Google Analytics, of 60 days shows that the number of users (Online Card Gamers, to be precise) shot up by ~100% once the highly targeted and systematic marketing practices were implemented. These include the previously inactive users who just needed a nudge to get back in but which was not possible unless Salesforce re-surfaced them. The orange line depicts the numbers in the previous period, for the comparison.
So, that gives a pretty good picture of how Evon helped the online gambling company achieve what it was striving so hard for before having joined hands with Evon. Evon can help you too in getting your marketing strategy right by using Salesforce Marketing Cloud so that you get true value for your marketing efforts. Evon also understands that every business has different needs and that’s why offers Salesforce development in India as well to help you precisely meet customer requirements and ever-changing market demands.
So, what are you waiting for? Get in touch with us here, and we will get back to you shortly to hear all you have to say and head you in the right direction.
