The world is going mobile. The average person touches their mobile more than 2,600 times a day. We do everything from socialize to shop on our phones. And more and more people are using mobile devices to gamble. This mobile revolution makes SMS marketing the perfect tool for the gambling industry – it’s marketing with an open rate of 98 percent within three minutes of sending the communication. Here are a few reasons why SMS marketing makes sense to the gambling community.
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TV or radio channels can end up costing millions of dollars to produce and air. And even then, marketers risk having their markets not even see or hear the spot. Traditional channels are extremely expensive options given the returns that marketers get. The advent of streaming, smart TVs, and music apps also means that less and fewer people are engaged with the traditional streams, in favor of far more personalized channels. Simply put, these channels are no longer effective means of communication for marketers.
Databases of contact numbers can be paired with other things that your market is interested in. For example, it’s no good sending a message to Joe Black about the next major soccer derby when all he ever bets on is horses. In fact, this kind of communication is likely to annoy him and affect the customer-brand relationship.
Instead, once details have been matched, bookies can tailor their SMS marketing message to their market’s betting history. Then, whenever a big race, game or tournament looms, only those who have an interest in the sport at hand, will be targeted. Sure, the number of messages sent out will be fewer. But it’s a matter of quality over quantity in this regard, and campaigns are far more likely to succeed.
We’ve mentioned the cost of traditional channels, but time is an issue too. Radio and TV advertising takes a long time to produce and reactive or responsive marketing is extremely difficult to do well. An SMS campaign, however, can be conceptualized and executed within a morning, which offers a lot more freedom and flexibility. Not only can smaller betting firms match their bigger competition punch-for-punch, but they can also react to new developments in the world of sport faster than traditional channels allow. And let’s face it, the professional sporting world is a roller-coaster with players moving teams, coaches getting axed and new ‘off-field’ dramas unfolding every day. So, for example, if a soccer manager gets axed in England’s Premier League, bookies can react quickly, prompting regular betting on who will be the replacement.
People pretty much have their phones on them wherever they go, making SMS the perfect platform for in-play betting services. “Will the QB make the pass?”, “Who will score first?”, “How many yards will player X gain?” These are the sort of mini bets that can encourage betters to interact more with betting sites and can be relayed through SMS.
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The benefits of SMS to the gambling industry don’t end with the bookie. Punters can also win. A successful campaign doesn’t have to be all about promotions or special offers. Marketers can use a far more content-led approach and still build allegiance. This would involve consistent SMS messages to interested fans about real-time developments or breaking news: a new signing, pitch conditions or the draw of a tournament. This might not have people rushing to the betting tables, but provides quality information that regular punters will come back for and endears businesses to consumers perhaps more than hard-hitting marketing ever could.
Many casinos are proactively collecting mobile numbers from gamblers and sending text messages. The problem is they’re not texting promotions. Instead of using SMS as a marketing tool, far too many casinos send a one-and-done “Welcome” message to newly registered users and that’s that. Talk about wasted potential.
Getting a high return-on-investment (ROI) should be a priority of any business. Casinos have been hit hard in recent years by a slow economic recovery and market oversaturation as more states legalize gambling. Do more with less should be the mantra of any casino marketing director. SMS or text messaging campaigns can fit into any casino’s existing marketing strategy. It complements players’ clubs and is easy to deploy and measure.
Everyone from the Palms Casino Resort to the MGM Grand, Mandalay Bay, Hard Rock Hotel & Casino, Luxor, and Barona Valley Ranch is effectively using SMS marketing to get players back into the casino. Why is SMS marketing for casinos so effective?
Casinos just happen to be one of the businesses SMS marketing works best for. Response rates trump those of traditional marketing campaigns. In fact, some casinos have reported their text message campaigns are besting their response rates. SMS is an unprecedented style of communication and marketing. It will be interesting to see where SMS text message marketing for casinos goes next.
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