Finding the ideal marketing method that provides you with the greatest return on investment is a dilemma that every iGaming company will deal with. Should you place more emphasis on attending industry events and exhibitions as your marketing budget or spend, or should you invest greater resources in your online campaigns? The solution to this question is influenced by your company's purpose, target audience, and current level of growth.
Both trade shows marketing and digital channels hold benefits; understanding each of those benefits contributes to an effective digital marketing strategy and enables you to make better decisions and achieve maximum performance.
Trade Shows: Building Relationships Face-to-Face
Trade shows are still an important component of all areas iGaming, as providing operators, suppliers, affiliates, and regulators with a place to meet people who are working in the same marketplace at the same time is critical to their success.
The following are some of the advantages of using trade show marketing:
You have direct access to decision-makers.
You develop strong business relationships through meeting face-to-face.
Your brand receives increased visibility within the industry.
Your products and services can be demoed live.
Trade shows can be quite costly; constant travel; sponsorship; exhibition stands; and accommodation can quickly absorb a major portion of an iGaming company's B2B marketing budget.
Digital Marketing: Scalable and Measurable
Creating a good digital marketing strategy enables an iGaming company to reach its audience throughout the entire year. Digital campaign leads can be generated over a period of time and will proportionately continue generating leads long after their original launch date.
Advantages of iGaming Brand Event Marketing Include:
Precise Marketing Targeting & Segmentation By Audience
Performance Analytics & Metrics To Enable Measurement Of Results
Lower Lasting Costs Compared To Larger Scale Events, Such As Trade Shows
Continuous Lead Generation & Brand Recognition
Copy-based Marketing Strategy, SEO, Paid Advertising, Emails, Social Media all play an important role in knowing how to achieve long-term growth.
Comparing the Two Approaches
Finding the Right Balance
Many successful brands in the iGaming industry are using both Event Marketing and Digital Marketing, rather than choosing one or the other. Event Marketing allows for building relationships and creating valuable business connections within the industry market, and Digital Channels can be utilised to grow those relationships and continue to provide opportunities to obtain leads.
A balanced Marketing Budget will provide funding for overall business goals while allocating significant funding to industry events; like Event Marketing, SEO And Content will be funded on a consistent basis.
Conclusion
Deciding whether to use Trade Show marketing, events or Digital Marketing strategy will depend on what you want for your business; relationship building & networking will benefit from event marketing although if your priority is scalability, measurability & long term lead generation then digital marketing would take precedence over events.
FAQs
What is the 70/20/10 rule for marketing budget?
Utilising the 70/20/10 rule will have you allocate dollars to 70% of proven marketing tactics, 20% to new potential marketing strategies, and 10% to experimenting with innovative ideas likely to result in future growth.
What is the 3 3 3 rule in marketing?
The 3 3 3 Rule refers to communicating three main ideas via three different methods, at least three times to enhance the ability of an audience to remember and be engaged with the information.
What is the 60/40 rule in marketing?
The 60/40 Rule states that to achieve long term growth through marketing, businesses should spend the majority of their time (60%) on building their overall brand, and the remainder (40%) on just making sales.