The findings from a series of 2014 studies undertaken by Global Reviews into digital marketing effectiveness, digital sales effectiveness and mobile sales effectiveness in the UK and Ireland sports betting industry, have been published.
Key findings include evidence of a stronger digital strategy at Betfair: “Betfair scores well at driving bettors to their website when they start shopping around online and it has the highest conversion ratio of unprompted recall to final preference, albeit from a lower base. However, it does suggest that Betfair’s digital search marketing strategy is working.”
The report also cited “lost opportunities” at Paddy Power and Ladbrokes: “Both Paddy Power’s and Ladbrokes’ healthy shortlist scores (51 per cent and 48 per cent respectively) translate poorly into final preference scores (17 per cent and 15 cent respectively).
“Given Ladbrokes’ very high brand recall (56 per cent) and visited (42 per cent) scores, one could question if Ladbrokes is depending too much on the loyalty of existing customers and not focussing enough in trying to ‘steal’ additional customers online.”
William Hill meanwhile showed evidence of brand resilience: “William Hill starts off with a really strong unprompted brand recall score (63 per cent) in comparison to Betfair (23 per cent), but even though it has the lowest number of visitors to its site (17 per cent) of the four sports betting companies (pictured), they have the highest final preference score (26 per cent) across the entire industry.
Source: www.globalreviews.com
