Financial Downturn Creates Creative Marketing
If online businesses want to survive the financial downturn they will have to squeeze their resources to come up with more effective marketing methods. Virtually all business are feeling the current credit crunch, but smaller businesses must find more creative techniques to sell their products if they are to survive.
The financial downturn is pressing businesses to squeeze their resources to come up with more effective marketing methods. If they are to survive the credit crunch, smaller businesses must find more creative techniques to sell their products. In the online gambling world this applies more than ever. Last week La Isla Casino manager Afshin Ertanin talked about how they are changing their focus towards the Pounds Sterling 20 player rather than the elusive high roller. The way the online casino industry advertises to attract players is changing as well according to MegaKings.com marketing director Dave Sutton.
"We can clearly see that there is less and less competition in Google ad words in the few markets where they still allow ad words campaigns for the online gambling industry. Due to that and other factors we believe that the marketing sector is where the biggest cuts in budgets are happening."
Hailwood Gaming Ltd has had a close relationship for years working with the online marketing company Horizon Star Ltd. and has actually decided to approach the market in a different way.
"We decided very early on that we chose to work without the largest traffic machine on the internet, the affiliates. We started working with Horizon Star some years ago and are actually increasing our marketing through them. They focus on many different national markets and are succeeding very well for doing that. For example, http://www.nettcasino.com, one of the websites in their network, focuses on the Norwegian online casino market and send us players on a daily basis."
On the subject of TV and magazine marketing Dave had this to say:
"No, they cost more than they return. Our philosophy for years has been that we are an online company and we want our presence to be online. We want to grab our customers when they are sitting in front of their computers, not while they are watching TV or reading a magazine. This has enabled us to focus our marketing budget on where the players are. It has, in many ways, prepared us for the hard times that lie ahead. We feel that our online presence is getting stronger and stronger and that is what we want. TV and magazine adverts are great for brand building and such. We also focus very hard on the online casino slots player, more so then on the Blackjack and card poker player."
Due to the decrease of TV, radio and magazine marketing done by many online casinos there will obviously be an effect on the traffic going to those casinos.
"It goes without saying really, with carefully targeted marketing we can cut down on the expenditure and make the most of our marketing budget and target the market that will attract the right clients to the right internet casino. The golden age has come to a stop, not only for us of course but for many companies with similar interests. Since this financial downturn affects every market worldwide you have to be very creative to make sure you get the most out of your marketing these days."
"One of the signs that the market is changing is that we see more and more online casino companies wanting to do things together. Exchange services between the different companies and looking for ways to improve both companies' brands. This is quite a new thing but something we have been looking to do for some time so we might actually be at the right place at the right time."
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ABOUT THE AUTHOR
Afshin Ertanin is the manager of La Isla Casino, a licensed online casino owned and operated by Hailwood Gaming Ltd which also owns and operates MegaKings.Com Internet casino. Both casinos run on Playtech software and offer online casino games, bingo and online poker.