I moderated a very interesting panel discussion at the #BOSAmerica conference last week. The panel consisted of a stellar line up of industry professionals, all of whom had a very unique perspective on the market. They also had years of experience under their belts building successful affiliate and digital marketing brands.
Joining me in the big debate were Marc Pedersen (Better Collective), Adam Small (usbets.com), Marcos Oliveira (Clever Advertising) and Chris Capra (Vice President of Digital Operations from William Hill)
Our discussion was centred around how affiliates would be positioned in this burgeoning market, and what tactics would be used to reach a new sports betting audience. Here are some of the key takeaways from this discussion:
It’s a case of 50 countries, not just 50 states
The variance between state by state cultural and sporting preferences is key to successful customer engagement. It’s going to be imperative to understand your audience and segment your content strategy accordingly to target customers on a very localised level.
Affiliates will need to consider their strategy before taking a blanket approach to cover all sports and all states. Whether you are launching one site, or considering a site per state with specific marketing focus, taking note of the subtle audience differences will be key for building a successful marketing strategy.