The Italian market has always been one of the models in Europe in the application of marketing techniques for the acquisition and retention of new customers, and many of the best practices have been taken as a reference by new regulated markets for the expansion process.
As the number of platforms hosting online casinos and sports betting grows exponentially, it is getting more and more difficult to capture new potential customers, but Italian operators who can count on a base of users who bet and gamble routinely, they adopt useful web marketing techniques to keep them from running off to other competitors.
To have a secure customer base, it is essential to build user loyalty by taking advantage of some of the most effective and profitable web marketing strategies. And Italian online casinos do this to perfection.
One of the laws of gambling marketing is as follows: ‘if you have already gained some gamblers and you do not want to lose them but drive them to confirm their trust in your brand, you have to invest in so-called customer loyalty, which is a set of marketing techniques that help you create a personal relationship with your customers and increase and consolidate the business connection’.
The points program: a classic technique that knows no crisis
One of the most effective web marketing strategies, which has had excellent results in Italy also in other sectors such as retail, is to create a points program for loyal customers. This technique very common in marketing is successfully applied by many of the best Italian online casinos, where for each gaming session a customer plays on a site will immediately receive points that can be converted into bonuses or promotions.
To increase the attractiveness of the loyalty program, often rankings and prize catalogues are drawn up, a strategy that has given very positive feedback and increased consumer motivation to always play at the same website.
The second law of gambling marketing is to offer initial advantages
While browsing online, it is very common to find sites that offer discounts on the first purchase or indeed a welcome bonus, in this way the user is induced to buy – and in the case of gambling to deposit and gamble – with the promise of savings or access to exclusive promotions.
To build customer loyalty, the best Italian gaming operators initially make available a registration bonus, known in the Italian industry as a no-deposit bonus. This promotion, often represented by free spins bonuses, allows users to test some games on their chosen platform completely free of charge.
The no deposit bonus aims to attract the user’s interest and increase the chances of them making their first deposit. As a result of this web marketing strategy, most Italian online casinos have seen a significant increase in registrations and deposits on their site and are therefore being used as a model to be emulated in other sectors as well.
The third law concerns customer service: reassure and advise the player.
In order to create a personal and continuous relationship, it is always important to assist and advise one’s players, and therefore the gaming operators active in Italy have never underestimated the importance of an active and available customer service.
A recent statistic showed that 51 per cent of customers terminated a relationship with a business due to a lack of attention towards it and for not being able to promptly resolve a problem related to payment methods, shipping, rendering, etc.
To retain clients, it is necessary to invest in a customer service that is always active, even on holidays, and especially that can respond quickly and competently to every user request. To guarantee a useful and functional customer service, all AAMS online casinos (more information) have activated a free-of-charge number, an email address or included a live chat or chatbot on their site, so the user has the possibility to contact the casino team by choosing the preferred mode and will not feel abandoned and deprived of dedicated assistance.
The customization of offers and content
A good web marketing strategy that is having great success in customer retention is to provide content and offers customized to the deposits and preferences of customers. For example, if a customer has played a slot related to a sequel, the next time he/she logs onto the site, they are recommended slots related to the same theme, or the next chapters of the series they have played.
Customization of content is achieved using customer intelligence tools to improve the level of customer knowledge: top-up and deposit history, pages visited, site interactions, average session time, etc. Using these tools, platforms can obtain a complete profile of each user and consequently recommend promos and titles that meet their preferences.