Ideas & musings about consumer behaviour

Pineau De Re wins the Grand National as William Hill takes first place in Digital Marketing Effectiveness

Author: Marie Sheehan

Results
As Pineau De Re passed the winning post on Saturday, we were finalising findings from the latest round of our UK Sports Betting Digital Marketing Effectiveness (DME) programme.

These findings help companies hone their marketing and digital strategies by helping them understand and address the missing why.

  • Why did consumers visit your website, bur not choose you as their provider?
  • Why did they choose their preferred provider?
  • Why did consumers shortlist a particular provider?

Studying the form
Our DME programmes provide evidence on how prospective customers look for a sports betting provider and why they choose where they place a bet online. The programme focuses on the “Discover” and “Consider” stages of the customer journey and answers a number of questions, including:

  • How easily can customers find you and how strong is the attraction?
  • How effectively do you engage customers and help them match a product or service to their needs?
  • Which competitors are winning your target customers and why?

It also enables companies to compare their acquisition and sales funnel to competitors and see the details of consumer main consider path.

Twenty went to Post (Brand Recall)
Without prompting, the in-market consumers were asked to list all the UK Sports Betting providers they could think of. They were able to recall twenty brands.

The consumers continued with the task we set them and went on to visit the websites of ten of them and shortlist twelve. The consumers gave their final preference decision to eleven different betting providers.

The Top Ten (Shortlisted)
The chart below outlines the Shortlist Score of UK Sports Betting Companies from our DME Q2 2014 programme. This is the percentage of consumers who short listed a particular company for later consideration when looking to place a bet.

Digital Marketing Effectiveness

William Hill was shortlisted by 62% and was selected by 24% as their final preference. Compare this to Paddy Power being shortlisted by 54% and being selected by one in five to place a bet; and to Ladbrokes who were shortlisted by 51% and chosen by 12%

Our DME programme enables us to be better than anyone else at helping companies to measure, track and optimise the effectiveness of their marketing and digital strategies. From our 14 years of experience of collecting and analysing data on over 35,000 consumer interactions and over 500 companies each year we have perfected our digital sales, mobile sales and marketing effectiveness programmes.

To arrange a call back or meeting to discuss this study in more detail, and find out more about the full scope of the research as well as the actionable insights Global Reviews deliver please contact us.

To register your interest for our free webinar on this study or to receive our free white paper, please contact us.

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