Egber Hernandez Diaz expresses that, in a world in constant evolution, the fact of having a powerful digital structure for the gaming business itself can make a difference with competitors, attracting more consumers and spreading the brand globally, in perfect balance of offline and online sectors.
By Egber Hernandez Diaz, independent Specialist in Marketing and Sales*
Even in these fully digital times, marketing teams continually consider the dilemma of dedicating in a determined way to promoting the digital segment of the business (because there is already a natural customer traffic) or maintaining the axis of activity in the face-to-face media, with some isolated digital efforts that point to specific results. By the way, a limited budget is always the excuse that marketing managers use to disregard the digital area. They do not stop to think that the marketing areas are demand/natural traffic generators whose contexts has evolved exponentially, so the indicators must be focused in that regard.
Unfortunately for them, this is not about isolated and ineffective efforts. Having a web page or social networks and posting certain information from time to time, generating likes or engagement, and even paying advertising on Google or Facebook are not signs that things are being done well on digital issues. It’s essential to understand that the digital approach must be developed in a serious manner and with clear steps and objectives. The aforementioned proves that, in that case, the budget for people and resources is being wasted and the objectives are not being met.
DEFINING A PLANNED AND STRUCTURED DIGITAL PROCESS
Implementing a digital strategy implies carrying out an established procedure, related to different living processes that will evolve as concrete results are obtained in the different platforms of connection with our consumers. This must be done systematically and with clear KPIs, which will be largely related to the strategy implemented in offline media. In addition, the necessary steps have to be determined to guarantee the acquisition of new clients in association with the commercial/operations areas for taking advantage of opportunities.
Consequently, I want to share here a list of the steps to follow to build a comprehensive digital strategy that begins to give the results that have been raised:
1) Strategy: Defining where we want to take our digital strategy is the first step. Of course, we must know what we want to achieve, whether it is to bring traffic to the page, generate brand awareness or produce conversions. Having everything clear is a key to be able to establish the objectives that allow us to cement the entire strategy.
2) Goals/KPIs: When planning a strategy, one or several qualitative objectives must be defined and adapted to quantitative KPIs. The KPIs will be the thermometer that will allow us to know, once the strategy is executed, if the results are being given in time and form, in order to make adaptations and corrections if necessary.
3) Site/Optimized: An important part of the entire digital strategy is the website. First, it will be necessary to determine if the web is viewed optimally and intuitively on desktop PCs, and then, ensure that it adapts to mobile devices (that is responsive). It is essential to know that more than 70 percent of digital traffic to web pages comes from mobile devices, so the site has to load in no more than 5 to 7 seconds.
4) SEO: It is always important to optimize our website by quickly learning certain rules established by search engines (Google, Yahoo, Bing), which ‘read’ the text/code structure of the sites to make a ranking of their importance on the web. We must make systematic reviews of the keywords that move our business and generate relevance to Google webcrawlers to improve our ranking position. Also, links to other important sites that give more power to our site and improve our ranking in Google Search should be included. Improving SEO on web pages has become an art. With the rapid and continuous change of Google’s algorithms, it is necessary to remain highly connected to ensure that our site ranks higher and higher in an organic way.
5) Ads Search & Display: Within the digital strategy, it is common to dedicate part of the budget to attract traffic to achieve the objectives. It will be necessary to know well what product to sell, which market will be targeted and who are the competitors. This will lead to writing keywords and phrases that allow the company to be positioned in the searches of the target audience and in the pages of products or services related to consumers.
6) Social Media: It is essential to define what social networks are used and how often, depending on the product or service and the main segment that buys. This requires a planned and systematic work. Be it Facebook, Instagram, Snapchat, Twitter or Pinterest, they all have different features, facets and user types. You have to know the best days and times of publication in each network, measure the results and adjust budgets to achieve the proposed KPIs.
7) Video: The high penetration of YouTube in the different segments leads to maintaining an appropriate development of video content to support digital strategies, have greater reach and sell your product or experience. It is vital to generate attractive content that allows you to meet the goals, in addition to having paid campaigns within media.
8) Proximity: Part of the advances in mobile device issues is the ability to establish perimeters where our advertising appears spontaneously to get an action or reaction from consumers. This will help us to segment them and work based on a strategy of systematic proximity in pursuit of the best results.
9) Influencers: One of the novelties of the digital world has been the appearance of ‘influencers’ in all networks, focused on different interests. The key is to find the influencer that properly connects with the product itself and the digital strategy, and that adds value to the results of the campaign. Today, there are platforms that bring together influencers and allow us to segment and establish commitments with them to achieve the objectives.
10) Email Marketing: When we have already generated a list of customers or potential customers through activities related to our website or social networks, we will have to select a provider of mass mail delivery (MailChimp, Constant Contact, EmailOctopus or Emma) that will be helpful according to the volume of emails we have available. From there, we can execute tasks such as attracting purchases from potential customers or looking for those who already buy us to purchase our products or services more frequently. It is essential to have an accurate segmentation of our bases to achieve better results over time. Thus, we can map certain territories where our customers come or buy and determine the cores where they buy us the most to make crossings of proximity activities or use offline media (electronic billboards, physical banners) to connect with the market by proximity.
11) Metrics and Reports: It is important to have defined reports that, periodically (I recommend weekly), will be reviewed on the platforms. I am referring to campaigns such as Google Analytics, Facebook Analytics, MailChimp, SEMRush, Screaming Frog, Brandwatch, among others, which will allow you to adjust objectives and results. I want to be strict in clarifying that this control cycle cannot exceed seven days without an evaluation. This will lead to generating the best performance and obtaining the expected results.
12) CRM: Having a CRM it is key in digital times. In addition, it is a priority to maintain a healthy and updated basis for the development of digital strategies. There are multiple CRM options in the market to offer ‘the suit tailored to each company’ and reach the calculated revenue.
By the way, taking into account the digital revolution, this list is constantly updated with new features such as WhatsApp Business. This will allow us to more and better connect with our consumer and have a greater reach. Anyone who intends to develop the most advanced digital strategy should regularly be looking for apps, tools and content for a perfect balance between the online and offline part of our business, in order to generate the necessary demand to significantly increase revenues and ROI.
*For over 19 years, Egber Hernandez Diaz has been applying his knowledge and skills in marketing, sales and customer service in important gaming companies, such as the Mexican operator Logrand Entertainment Group, and in respected companies of other industries. He masters issues such as online & offline marketing and market research; he has led projects of his specialty under the PMI methodology, and has launched products with excellent results locally and internationally.
He has a degree in Marketing from the Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico, with a specialization in Digital Marketing from the Digital Marketing Institute. Hernandez Diaz also has MBA studies and a wide range of certifications in topics such as coaching, SEO, NLP, leadership and strategies in social networks, among others.