6. Do you know if you are you paying for inefficient keywords?
On the surface it looks like you are generating awareness and traffic, but from qualified customers? Unlikely. So many times when reviewing a client's adword setup we uncover the ugly truth — you are paying for broad match keywords that have nothing to do with your vertical, let alone your segment. The opportunity is endless to target very specific customers and tie it back to your ROI when done correctly. Knowing how to leverage that opportunity and implement a keyword strategy for both paid search and organic search that supports your customer journey is where many fall short.
7. Do you know how your email is performing?
Emails have become a commodity in the digital space. At times worse than regular junk mail, with some of the messaging not even making it to our client’s digital doorstep. Yet email continues to serve a purpose — but you need to make it work even harder than loading up a generic blast and hitting send. Email is the delivery mechanism of your customer journey that you have control over. Ensuring it is personalized, exclusive and timely will prove of great value to your customer. Measuring open and click rates will no longer suffice. You need to understand where and what your customer does after they have opened and clicked. Tying email into your digital journey will give you the visibility you need to understand which customers to attract, retain and just how much you need to spend to keep them.
If you answered yes to all seven questions, congratulations you get a gold star!
If you didn't and you believe your digital strategy doesn't measure up, work with a marketing expert such as Marshall Fenn, which can help casinos across North America differentiate their brands from the competition, increase property traffic and use mobile technology to increase customer traffic.
Lindsay McLeod is Director, Digital Strategy at Marshall Fenn Communications in Toronto. Marshall Fenn is a full-service marketing agency with over 20 years’ experience developing marketing and advertising campaigns for the casino industry in Canada and the U.S. For more information, visit www.marshall-fenn.com.