Income Access Group: Looking at the Integrated Marketing Model

A PLAYER’S DECISION-MAKING PROCESS

There are millions of people browsing the web at any given moment. The point at which a browsing customer turns into a depositing customer is a puzzle that marketers are continually trying to decipher.

If our goal is to optimally convert our customers, what is a good framework to implement in order to achieve our goals?

THE INTEGRATED MARKETING MODEL

The Integrated Marketing Model outlines the process in which a prospective player first becomes aware of a brand/product through to the point where a purchase decision is made.

In order to achieve the objective, it is important to target each of the stages with specialised marketing campaigns that will facilitate the player decision-making process.

THE INTEGRATED MARKETING MODEL

Awareness

Recognition of need

Urgency

Benchmarking

*TOS

*Terms of sale

Awareness

1. Player first sees an ad for ‘Brand X’ This is the player’s first impression of your brand. It is the first opportunity to differentiate your brand from the competition and tap into the player’s core beliefs.

Strong visuals and demonstrating a sense of trustworthiness are important in this first stage.

Recognition of need

2. Customer begins questioning current options for entertainment dollar spend and recognizes the desire to participate.

The player recalls having seen a TV ad for ‘Brand X’, searching for “online lottery” in Google, clicks on

“Affiliate Site X” and is again exposed to ‘Brand X’.

In this stage of the marketing process, it is important to entice the player through attractive and competitive player offers.

Recognition of need

3. A key event causes the player to set purchase parameters.

There are two types of urgency: manmade and natural cycles.

Create a promotion that incorporates a deadline, uses time-sensitive language, and has a direct call-to-action to help

eliminate any potential drop-off in actioning.

Urgency

An example of manmade urgency.

4. Customer evaluates options tospend their entertainment dollars.

Benchmarking occurs on multiple levels:

• Cost• Availability• Value• Quality• Status• Reputation

Benchmarking

VS

TOS

5. Customer chooses an option for how to spend their entertainment dollars.

This has to do with the ease of making the purchase, including:

• Easy of payment processing• Ease of registration process• Reducing the number of

clicks to the conversion action

• User friendly website design• Trustworthiness and security