Free «Video Analysis: "SSAC13: eMarketing: Sports Marketing in a Digital Age"» UK Essay Sample
The purpose of the marketing strategy of any kind is to ensure the effective communication between the company and the consumer audience. In case of the sport marketing, this audience constitutes of the people who like sport games. In other words, all the efforts are to be directed towards the fan base. There are many ways to reach the target audience. In a digital age, more and more marketers are realizing the need to master digital marketing. As the beginners tend to search for advice from the experts in the field, the video “SSAC13: eMarketing: Sports Marketing in a Digital Age” is there to help. From it, one may learn how to use technology to engage with the fans better, and how to leverage from the data obtained digitally.
The video is the recording of the Sport Analytics Conference. The participants of this video are all experts in marketing. In particular, the panel consists from George Scott, Charles Freeman, Lou DePaoli, Tim McDermott, Rob King, and Jessica Gelman as the moderator. The video starts from the short introduction by the moderator. Then, she asks the first question about how companies may use customer data to engage with their fans better. The guests of the video answer one by one. They all speak about the abilities and skills needed for becoming digital chief marketing officers. According to the speakers, digital marketing brings more efficiency and scale. One of the technologies related to digital marketing is using SAS Data Warehousing for data integration. It is claimed that using specific programs for data interpretation contributes to descriptive analytics and predictive analytics.
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The video continues with the talks about the challenge of the social media. It appears that social media is difficult for the older generation. Experienced marketers know everything about the classical media but are rather confused with the social media as a means of communication.
To them, it is still a field of experimentation with their fan base. Even if the company does a lot of segmenting and oversegmenting with the subscription products, the challenge is to move from the well-known database to the platform where information is not that accessible. In this regard, the speakers mention such program as Omniture. The advantage of this unit is that can be applied to both social media and mobile phones technologies. Furthermore, the Omniture can track the specific user, which is more useful than tracking the group of people. Among the benefits of the social media, the speakers mention the increase of information-sharing behavior. People are not afraid to tell their expectations through highly personalized devices. Hence, mobile behavior reveals the customers’ expectations, and the marketers only have to adjust to it. It results in highly customizable experience and sending specific content to specific customers.
The video proceeds with the discussion about translating customer analytics into one’s overall business and marketing strategy. The speakers agree on the point that customer analytics in sport marketing gives more understanding about one’s fans. It helps the marketers in tracking the efficiency of their marketing so that they could see what really works. For example, they can focus on special channels, test the audience and thereby discover the best way of market penetration. Apart from that, the speakers insist that aggressive advertising is not acceptable in social media. The customers would perceive it as not authentic. It means inventing rather “calm” approach to marketing instead of direct selling.
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Finally, the speakers share how to take an advantage of data and technology. According to the video, the advantages include ability to customize rewards programs to specific people, see the most trafficked content and discover reading patterns of their fans. Modern technologies influence how companies edit and design stories. They can use their matrix as often as possible. They get knowledge about traffic experience. It gives the markers priceless knowledge about where to post, how to post, and what their core products need to be.
In my view, this video is of a great importance to both beginners and experts in the area of sport marketing. Those who belong to the older generation will learn more about the potential of digital marketing and especially about social media. The beginners would grasp the main elements of the digital marketing and what data are first obtained via technology. The only disadvantage of this video is the scarcity of the real life examples. Although the duration of the video is about two hours, the speakers are not willing to share their secrets with the broad audience. For example, the moderator had to reword her first question three times because the speakers avoided answering it.
However, I managed to find three strategies I would incorporate into sports marketing. The first strategy is called “spin-and-win.” The essence of this strategy is about suggesting the consumer audience some reward in exchange for personal data. I think this strategy can be very effective in digital space as it is not as aggressive. The second strategy I would borrow from the video is concentration on risky members of the ticket holder group. I believe it works as in medicine. That is prevention of the disease is more effective than its treatment. Consequently, working with risky fans may save money for the company. The third strategy I would apply is gamification and rewards to those who come to the game. In my view, it is very effective in engaging more people in some action. These strategies would be sufficient to me although the lingering question I have is what the most successful examples of selling something with the help of social media the speakers have experienced.
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