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EvenBet Gaming chief marketing officer Alexandra Voronetskaya (pictured) explores the changing marketing landscape and how companies are adapting to raise brand awareness within their key target audiences.

The way in which LinkedIn posting and scrolling has become part of the day-to-day routine of an iGaming professional speaks volumes of the platform’s growing influence on our industry. Personally, a LinkedIn tab is always running on my web browser throughout the day, while the mobile app is easily accessible on my device’s homepage for when I am on the move.

Assuming the account is well connected with industry personnel, the main feed provides a wealth of insight and updates that highlight the fast-moving nature of iGaming. Ultimately, it takes the core element of a trade event and brings it into the digital world, particularly the way in which we can strike new contacts and maintain existing relationships without the need to travel extensively.

Moreover, it provides easy access to key information. The reason for this is simple; content is filtered by your own community, which is ideal for search purposes and saves time too.

No surprise then that LinkedIn has evolved into becoming a key marketing channel in recent times. The content is hugely relevant and can be delivered in a cost-effective way.

In fact, research carried out by EvenBet Gaming recently found that iGaming professionals now value social media as the most important marketing channel in today’s marketplace, with events now following behind.

LinkedIn has seemingly become the go-to source for brand visibility beyond trade events for many B2B suppliers. The landscape is changing, which raises questions about the effectiveness of more traditional media methods that we are all accustomed to.

Targeted approach

One of the biggest benefits of social media that has advanced its marketing capabilities in recent times is the way it can offer targeted reach for campaigns, as well as more detailed data analytics.

Early adopters who embraced this powerful tool quickly realised they could ensure a particular post was visible in front of their intended audience. Underpinned by real-time monitoring, LinkedIn is delivering increased global reach potential alongside improved data-driven results.

No wonder an increasing number of industry suppliers are dedicating more resources to producing social media-first content. Previously an afterthought, social media marketing creates new opportunities to showcase a brand beyond traditional PR methods, such as community building and visually appealing content without the limitations set by publishers.

Interestingly, audiovisual content is becoming more prominent as brands look for a competitive edge and to stand out on feeds. Those brave enough to think outside of the box and embrace trends found within other social media apps, such as TikTok and Instagram, are finding improved impressions and engagement rates.

My personal top three tips are:

Produce content that is emotive. Yes, we are doing business, but we are human beings who perceive the world emotionally.

Share cases and solutions, including your practical approaches and tools that proved to work. Personal experiences and opinions are valued by peers.

Focus on visuals! Use UGC content together with professionally taken photos and videos, as it will showcase to your audience that you are a real person, and not AI generated!

What the future holds

Our independent research highlights the shift in preferences when it comes to B2B marketing approaches. Traditional channels such as trade media (sponsored advertisements), emails and affiliates may have fallen down the pecking order, but they still serve a purpose.

It is why some trade media publications have evolved their models in recent times, understanding the changing ways in which professionals want to consume content. For instance, we have seen an influx of podcasts enter the industry landscape, while newsletters are being adapted for use across emails and social media channels.

Ultimately, we are now heading towards a social media-first strategy when it comes to marketing. Social media accounts show to key stakeholders who you are and what you represent, which is a valuable way to express a human approach in the digital sphere. The opportunities are endless, particularly as the tech giants take these platforms forward in new directions.

What is clear is that marketing departments are adapting to changing consumer trends. LinkedIn will now remain the marketing channel of choice for suppliers, with its real-time communication and cost effectiveness proving hugely favourable.

Above all else, companies and their people need to be active where their clients are. For instance, in certain markets we further develop our Instagram strategy by increasing our visual output. The best way to grow and improve a social media account is through the feedback you receive from clients, as they are the source of inspiration to take your offering to new heights.

Alexandra Voronetskaya is chief marketing officer at poker software provider EvenBet Gaming. She has over 15 years’ experience across marketing and advertising industries, with a proven track record of overseeing strategic marketing campaigns that deliver strong lead generation.

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